New ‘Fish is the Dish’ consumer campaign from Seafish

10 October 2011

Seafish has announced a new campaign called 'Fish is the Dish'. Launched last week, this will specifically target mums and make optimum use of cost-effective digital marketing techniques rather than traditional media.

The ethos of the campaign is that it is 'by mums for mums.' and is centred around 'Fish is Easy'.  This demographic has been identified as a key target - whilst not being traditionally heavy users of seafood, having children in the household means mums are open to new ideas and messages about food and health. They are also heavy users of the internet - making them a perfect target group for a low cost campaign conducted online.

Karen Galloway of Seafish says, "Our research has shown that these so-called 'digital mums' dedicate 17.8 hours on average week to the internet - 94% use email, 76% have tried social networking and 63% watch video clips online.  We will make optimum use of this by targeting them with practical and motivational ideas to help them understand how easy it is to add more seafood to their weekly menus."    

'Mummy bloggers' are a new generation of online advocates that this target audience is already engaged with, so the 'Fish is the Dish' campaign will tap into this by working with a select group of bloggers. 

The campaign will also exploit all other aspects of social networking to engage with the audience, including a Facebook page, Twitter feed and a new website (Fishisthedish) which will launch at the end of October and which will be an online hub for seafood preparation ideas, recipes and information. 

At the campaign launch to bloggers on October 6^th, Quentin Clark, Seafish board member addressed the blogging audience saying, 'We are really excited about this Seafish initiative because for the first time it will provide some real practical help for mums, effectively communicated in the form of an online conversation."

Karen Galloway says, "We would encourage processors and retailers in particular to submit ideas for information and links to their own pages - both to increase the content value of our own site and also to help it act as an effective portal for UK producers to flag their own products and ideas."

How industry can get involved…

• By supplying a logo and links for the supplier pages of the new website to Jo Dunlop via email j_dunlop@seafish.co.uk or telephone 0131 524 8684.
• Providing recipes and useful hints/tips - once www.fishisthedish.co.uk  is live it will be possible for industry to upload content to this section directly.
• By supplying seafood or related items to be used for sample boxes for the bloggers. These will run from October until December.  Again, interested companies should call Jo Dunlop on to discuss..
• Follow the new campaign on Twitter @fishisthedish
• 'Like' the campaign on Facebook http://www.facebook.com/fishisthedish and feel free to put up your own comments, recipes and hints and tips here too