Sea For Yourself targets families and those aged over 55. It aims to reach these audiences 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 has now been extended to promote a wider variety of fish and shellfish caught and cultivated in UK waters.
Campaign activity has also been extended to run until the end of July 2020, so there’s still time for UK seafood businesses to get involved and help amplify the campaign.
Sea For Yourself resources
There are some pages about the campaign on our Fish is the Dish consumer website:
- 'What is sea for yourself' page explains the campaign objectives and ambition
- 'Sea for Yourself' recipes share delicious ways to cook seafood caught and cultivated in UK waters
We’re also helping consumers find out where they can purchase seafood with our Buying Seafood Online webpage. The webpage includes a searchable map which consumers can use to find both local and national suppliers.
We’ve also added a series of images and videos in the Sea For Yourself category in our online Asset Bank. These files can be downloaded by businesses who would like to create and share their own posts about the campaign. (Please note that you need to register for an account to download the files).
Reach and engagement to date
So far the campaign has 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 has received over 235,000 page views.
Celebrity ambassadors are also helping 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 are all Sea For Yourself ambassadors.
Our ongoing seafood marketing plans
We began working with Defra late last year 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.
All of our learnings from Sea For Yourself will feed the new Love Seafood consumer platform, which will launch in the autumn. We’re currently developing it in partnership with industry through our Love Seafood group to ensure it works for everyone. We're investing time and resources to get it going, ensure it’s always running and get people to fall back in love with seafood.