Imported, farm-raised shrimp had become nearly indistinguishable from Texas wild-caught shrimp, leaving most consumers unable to identify origin and defaulting to price over quality, which threatened the long-term sustainability of Texas coastal communities. To address this, Hahn developed a two-year, research-driven integrated campaign built around the line “Caught here. Not brought here.” The platform repositioned Texas shrimp from a commodity to a point of pride by emphasizing origin, traceability, and local impact. Through a coordinated mix of storytelling, paid media, influencer partnerships, public relations, and a refreshed digital experience, the campaign clearly differentiated Texas wild-caught shrimp and reinforced its value in a crowded marketplace.