The Saucy Fish Co has launched an integrated marketing campaign which includes an above the line TV campaign and a brand new online food destination.
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 information 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 Seachill-owned brand has partnered with Amaze for the digital campaign activity and has enlisted design studio The Neighbourhood to create and produce the TV commercial, which airs for the first time on 10th October 2011.
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.
Amaze’s Sandra McDowell, Managing Partner, who led the development of the digital strategy for the campaign, said: “This was a great opportunity to work with a brand with a really brilliant story. We knew through our research that, whilst people are interested in having more fresh fish on their dinner table, there’s still a degree of uncertainty as to how to select and prepare fresh fish in the home.
Saucy Fish products make this process incredibly simple and their aspiration is to help people understand the whole category and feel confident in tackling it themselves. This has been a real team effort, with a number of brilliant agencies working together to deliver a truly original campaign.”
Simon Smith, Head of Brand at The Saucy Fish Co, added: “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 is a hugely exciting integrated campaign and demonstrates the scale of the ambition we have for The Saucy Fish Co. as a brand.”
http://www.thesaucyfishco.com/