Love Seafood consumer campaign steps up a gear

As the Love Seafood initiative moves into its second year, Seafish is planning a programme of campaigns through the rest of 2021 to enthuse UK consumers about specific types of seafood.

Love Seafood is a 20-year initiative to encourage more people to eat more fish and shellfish over the long term. The campaigns will feature many different species and product types, and will target specific audience segments.

A campaign to promote scampi, targeted at the ‘stretched family’ demographic, has just concluded. 

As part of the campaign, Seafish:

  • Worked with families to demonstrate how to cook a fun and easy scampi dinner with kids
  • Signed up audience-specific influencers to help it engage families across social media
  • Partnered with fish and chip shops across the country to give away free portions of scampi and chips.

Summer activity will focus on foodservice. Seafish’s ‘Summer of Feel-Good Food’ will start by celebrating the nation’s favourite takeaway with a fish and chips campaign in July and August, again targeting the ‘stretched families’ audience.

This will include:

  • Outdoor advertising promoting fish and chips on telephone kiosks in Belfast, Bristol, Glasgow and Liverpool. Seafish will also supply campaign details and promotional assets to fish and chips businesses in these cities
  • Working with businesses on a promotion to give away fish and chips to consumers in Fife, Lancashire and Tyne and Wear
  • Partnerships with social media influencers across all four UK nations
  • Features in national and regional media
  • Digital activity, with a fish and chips takeover on the Love Seafood website, e-alerts and activity on Facebook, Instagram and Twitter.

Following this, the campaign will continue to support out-of-home consumption by promoting seafood in foodservice in August and September, to encourage people to choose seafood when they’re eating out at restaurants or takeaways. This campaign will target consumers across two audience segments – ‘stretched families’ and ‘starting out’.

In September and October, campaign activity will shift to focus on oil-rich species of ambient or tinned seafood. This will be a recipe-focused campaign, targeting the ‘starting out’ audience.

Autumn activity will also focus on sustainability to link in with the UN Climate Change Conference (COP 26) taking place in Glasgow.

In November and December, the focus will switch back to ‘mid-market families’, celebrating seafood for the festive season and promoting online seafood and seafood boxes as well as the popularity of shellfish at this time of year.

The campaign for January and February 2022 will focus on ‘new year, new you’, promoting the importance of seafood as a healthy protein. It will target both the ‘starting out’ and ‘stretched families’ demographics.

Seafish’s 2021-22 activity calendar has been developed in partnership with industry stakeholders and the Love Seafood Group. If you have queries or want to discuss opportunities to partner on campaigns, contact the Seafish marketing team at: loveseafood@seafish.co.uk

This story was taken from the latest issue of Fishing News. For more up-to-date and in-depth reports on the UK and Irish commercial fishing sector, subscribe to Fishing News here or buy the latest single issue for just £3.30 here. Main image creditCharmaine Evans

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