Behind the scenes of our Love Seafood launch

Last month we launched our new consumer brand Love Seafood. Our Head of Marketing Greg Smith talks about how it all came together.

Getting ready for a new consumer brand

The seafood industry in the UK is wide-ranging, but there’s one cause we can all get behind - encouraging the nation to fall in love with seafood!

On Thursday 1 October 2020 we launched Love Seafood, our new consumer brand. This ambitious, 20-year initiative has been built to entice the UK to eat more seafood. It replaces our old consumer platform Fish is the Dish and will bring together seafood champions to inform and inspire the nation to enjoy a better, more balanced lifestyle.

We invested heavily in the groundwork for Love Seafood, spending 18 months developing strategy, branding and communication plans before the launch. Throughout this process, Love Seafood has been designed with the seafood industry at its heart. Particular thanks go to our Love Seafood Group, made up of representatives from across the seafood industry covering catch to plate and including small, medium and large businesses. Their contributions have been hugely valuable, helping steer and inform brand development and activity.

Love Seafood launch activity

We launched the initiative with release of our ‘hero ad’, which acts as a pivotal piece of content for the first year of activity. We brought in chef, cooking writer and seafood expert CJ Jackson – one of our seafood champions – to star in the video.

In the short film CJ walks past groups of real families and friends enjoying cooking and eating some delicious seafood recipes. Filming took place amid Covid-19 restrictions so a lot of work went on behind the scenes to manage risks and ensure everything came together safely.

You can see some photos from the filming in the gallery below:

We shared the full film and shorter edits across the new Love Seafood social media channels. In addition it was promoted it as a paid advert via an on-demand TV service throughout October, and will be again in January.

To keep momentum going after launch day, we delivered an online festival called Love Seafood Social from 12-16 October.  

Some of Britain’s favourite TV personalities and celebrity cooks featured in the programme of events. Love Island’s Dani Dyer followed the humble fish fillet from sea to plate and chatted to people behind the scenes at Osbourne Bros in Leigh-On-Sea. There were also live cook-along sessions with well-loved names. They included Celebrity MasterChef winners, Nadia Sawalha and EastEnders’ John Partridge, as well as Instagram foodie Katie Pix and food blogger At Dad’s Table.

There’s no doubt that launching a new brand during a global pandemic brought some unique challenges. We directed our efforts into these online activities to direct consumers to our new brand platforms and we’re delighted with how they’ve been received. It’s still early days, but so far:

  • Our hero video has reached around 300,000 consumers so far; exceeding our benchmarks – and this is on YouTube alone.
  • We’re experiencing lots of new users visiting the Love Seafood website; engaging with more content and spending more time than on our previous platform.
  • We’re also seeing a click-through rate on social activity that’s double what we’d expect for a food and drink brand.

What’s next and how to get involved

Over the coming months we’ve got lots more planned for Love Seafood. Targeted marketing activity will be delivered across a number of media channels including TV, always-on social media advertising and PR. We’ll also share more information for businesses on how they can get involved; so watch this space for updates.  

If you’re keen to engage with Love Seafood now, we already have a large selection of assets available to download from our online asset bank.

Further information

Please note, as from 11 April 2022, the Love Seafood initiative and all associated activity has come to an end. Thank you for your support and for being a part of the journey to ‘bring on better living’.