Sea For Yourself marketing campaign

Our 2020 Sea For Yourself campaign aimed to get people eating more seafood caught in UK waters. This page shares the campaign results.

Campaign focus

Sea For Yourself targeted families and those aged over 55 via print publications, social media and radio. 

The campaign initially focused on promoting selected UK fish and shellfish species. This included mussels, oysters, crab, lobster, mackerel, herring, hake, coley, monkfish and lemon sole. The focus of the campaign was extended to promote a wider variety of fish and shellfish caught and cultivated in UK waters.

The campaign ended in July 2020.

Sea For Yourself logo - illustration of fish with Sea For Yourself taking up space between tail and head

Campaign background

We began working with Defra late 2019 to plan a UK species campaign. This became Sea For Yourself and it launched in March 2020, just as the Covid-19 pandemic started to significantly impact UK businesses and consumers. 

In light of the situation this created, we worked with Defra to evolve and enhance the campaign. Our goal was to highlight the healthy and great tasting seafood caught and landed in the UK. We also wanted to offer guidance and support on buying, cooking and eating local seafood to help increase consumer confidence around more unfamiliar species.


Sea For Yourself recipe images - fried coley, poached trout salad, spiced mussels, hake in a hurry, curried monkfish, crab thermidor

Reach and engagement

The campaign reached 21.2 million UK consumers via print and broadcast media channels and 14.3 million UK consumers via social media activity. The Sea For Yourself section on the Fish is the Dish website received over 235,000 page views. 

Celebrity ambassadors also helped to spread the word about our fantastic UK-caught fish and shellfish. Ex-Olympian Denise Lewis OBE, award-winning restaurant owner and chef Adam Byatt, and Instagram food and farming influencer Julius Roberts were all Sea For Yourself ambassadors.