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Seafish TV Ad to Encourage More Fish Consumption

Sustainability Marketing Economics +5 more

UK - In order to drive fish consumption in the UK, Fish is the Dish, the consumer campaign by Seafish, has unveiled its latest activity designed to get more consumers thinking and talking about eating fish.

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A 60 second TV content-led creative will be aired through STV for a whole week and features people talking about their experiences of eating seafood.

The aim is to get a conversation started about fish – why we like it, why we don’t and ultimately, how we can get consumers eating more.

The TV advert is one element of an integrated campaign which uses digital and print advertising, product sampling, media relations, content developed by bloggers and many other marketing and communications tactics, all designed to drive people back to the Fish is the Dish website and social channels. Here they will find recipes, health tips and much more information about cooking and eating seafood.

‘Stars’ of the advert include Glasgow chef and restaurateur Derek Marshall, who runs seafood restaurant Gamba and Marie-Clare James who has been in the hospitality industry for 20 years hosting events and now running the Federation of Chefs in Scotland.

According to a research study conducted by Seafish in January 2015, 74 per cent of GB adults said they did not eat the recommended two portions of fish a week.

Marie-Clare said: “It’s all about finding a couple of recipes you are comfortable with and experimenting. Seafood is super quick to cook and full of fantastic health benefits.”

Chris Middleton, Head of Communications and Marketing at Seafish added: “In the UK we love fish and want to eat more but we tend to stick to quite a limited variety of options when it comes to eating and cooking seafood. Our campaign is designed to get people talking about their seafood experiences.

“With 100 types of fish to buy and eat in the UK there is something for everyone. Fillet or finger, fresh, frozen or tinned, all seafood is good and it’s about finding out what works for you.’’

To get in on the conversation simply hook up with Fish is the Dish online through Twitter, Facebook or Instagram @fishisthedish.