The Saucy Fish Co is launching a digital marketing push to promote is expansion into the UK frozen food category, with a major campaign devised by St Ives digital, technology and commerce consultancy Amaze.
Supporting the brand’s mission to build the frozen fish market by attracting younger shoppers, with higher value baskets, Amaze has developed the ‘Frozen just got cooler’ creative concept for the CoolBrand, as it launches a new range of products in 500 Sainsbury’s stores nationwide.
Amaze’s creative concept will run across extensive digital activity, through a new animated video, designed to take the target market on a “polar journey” that starts in the supermarket frozen aisle and ends at home with an enjoyable meal in moments.
This four month campaign wil run across online paid media, pre-roll and social media ads and at POS through digital 6-sheets.
Video plays an important role throughout the campaign through a strategic partnership with Jamie Oliver’s Food Tube, the biggest food channel in Europe, and leading food vlogger, Katie Pix, who features in a series of mid-week cooking challenges.
Broadcast over a ten-week period, the videos illustrate the convenience of cooking from frozen and include five ‘fuss free’ recipes featuring the new frozen fish products.
The first branded video is already generating huge interest, after just one week, with over 200,000 views and 800 interactions across Food Tube and Saucy channels, leading to a 400% increase in clicks to the Saucy Fish Co.’s website, with 92% of these being first time visits.
Saucy Fish Co sales and marketing director Amanda Webb said: “Putting digital at the heart of our brand strategy to launch Saucy Fish Frozen in the UK was a calculated move to catch our Saucy shoppers online and in-store. We want to inspire the mid-week meal, introduce a new generation of shoppers to Saucy’s cool new home of the freezer aisle and ultimately, get more people, eating more fish, more often.”
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