By: Global Shrimp Council
The four-day Venice Beach activation brought The Happy Protein to life, using food, experiences and happiness to encourage consumers to discover more ways — and more occasions — to enjoy shrimp.
The Global Shrimp Council (GSC) successfully concluded its first-ever consumer pop-up experience in Venice Beach, welcoming more than 4,000 guests over four days and marking an important milestone in its mission to inspire consumers to eat Shrimp More Often.
Held from August 6–9, the activation transformed The Happy Protein from a campaign message into a real-world experience through shrimp tastings, chef demonstrations, interactive activities and entertainment.
At the heart of the activation was a simple idea: increasing shrimp consumption is not only about telling consumers why shrimp is good for them. It is also about creating more reasons, formats and occasions to choose it.
The response was strong both on-site and online. Guests actively participated in the experience, interacted with the mascot “Happy” and shared their moments across social media. The activation generated more than 40,000 social media views, attracted hundreds of new followers and inspired dozens of tagged photos and videos.
The Pop-Up also provided valuable consumer insights. Jessica Rodríguez, GSC’s Marketing Strategist, identified children and families as an influential audience, revealing an opportunity the Council has not yet fully explored. Shrimp fried rice and empanadas were particularly popular among younger visitors, showing how familiar, easy-to-enjoy formats can help introduce shrimp to new audiences and consumption occasions.
The experience also challenged assumptions about American consumers’ openness to less familiar flavors. A shrimp dish prepared by Chef Dumas, presented as “cooked in lime juice” and featuring fresh citrus and spicy notes, was enthusiastically received — suggesting consumers may be more adventurous than expected when shrimp is presented in an approachable way.
These learnings reinforce the idea behind Shrimp More Often: growing the category means expanding the audiences, formats and occasions in which people choose shrimp. And throughout the entire experience, one feeling consistently connected everything:
Happiness
“For a long time, we have talked about growing shrimp consumption through health, protein, nutrition, convenience, taste and versatility. In Venice Beach, we took that conversation one step further: we gave people new ways to experience shrimp and new reasons to choose it more often,” said Gabriel Luna, Co-Founder of the Global Shrimp Council.
“If we can connect shrimp with happy moments, sharing, discovery and enjoyment, we can create more occasions for consumers to bring shrimp into their lives. That is how Shrimp More Often becomes more than a message — it becomes a behavior.”
None of this would have been possible without the companies that stood behind this vision: our GSC members and our 2026 campaign sponsors, whose belief and support helped make the Venice Beach Pop-Up a reality. Together with the GSC team, agency partner Hopscotch, volunteers and families, they brought the experience to life through commitment, collaboration and a shared ambition for the category.
This milestone belongs to all of them, and we extend our deepest gratitude for their support.
As the Global Shrimp Council continues to grow, so does our invitation to the wider shrimp industry. Growing the category is a collective effort, and our doors are open to companies that share the ambition of creating a stronger, more connected future for shrimp.
The Venice Beach Pop-Up provides the Global Shrimp Council with a strong foundation to continue creating new consumption occasions, reaching new audiences and building stronger emotional connections with consumers.
We welcome everyone who wants to help write the next chapter of Shrimp More Often.
The Happy Protein created a happy moment.
Shrimp More Often is about creating many more.
