The Saucy Fish Co is aiming to build awareness and, ultimately, sales of its range of convenient fish dishes with a major digital campaign, backed by a regional TV blitz.
The online campaign, led by Amaze, includes search and display advertising, which is integrated with the TV commercial and designed to drive visitors to The Saucy Fish Co. website, as well as the creation of an online “Fish Dock”, which will provide inspiration on cooking with fish.
The Fish Dock also includes specially commissioned video content with new recipes, guidance on how to select and prepare fresh fish; and inspiration on complementary dishes and wines. The content will address people’s concerns over preparing and cooking fish and promotes fresh fish dishes as simple, convenient and inspirational.
The TV campaign, devised by The Neighbourhood, is running across three ITV regions – Yorkshire, Meridian and South West – while TV media planning and buying has been handled by MEC. The commercial will air across ITV’s most popular entertainment programme schedule, including slots during The X Factor and Downton Abbey, and will be rolled out nationwide in the New Year.
The overall aim of the campaign is to increase brand awareness and to promote key Saucy Fish messaging in line with the product being available in a broader range of supermarkets. In addition to Tesco, the brand is now also available at Morrisons, Sainsbury’s, Booths, Budgens and Ocado.
The Saucy Fish Co head of brand Simon Smith said: “Since launch in 2010 we’ve seen the brand go from strength to strength. Through the digital activity, we hope to be offering something truly unique to our consumers and through the TV ad, raise further awareness of the Saucy brand and ethos. Complemented with our current and planned PR activity through traditional and social media channels, this campaign demonstrates the scale of the ambition we have for the brand.”
