Love Seafood consumer brand

Love Seafood is our consumer marketing brand. It aims to get more people in the UK eating more seafood. Find out how your business can get involved.

About Love Seafood

Love Seafood is our ambitious long-term consumer initiative. It launched in October 2020 and replaces our old consumer platform Fish is the Dish.

We know our seafood industry is diverse. We want to unite everyone in our industry under one cause. Inspire the nation to fall in love with fish and shellfish.

To achieve this, our Love Seafood marketing activity will:

  • Inspire consumers in the UK to buy and eat seafood. We'll do this by promoting choice, convenience and the benefits of balanced living.
  • Encourage people to eat seafood at home at outside the home, including dining at cafes, restaurants and fish and chip shops.
  • Bring together seafood champions to inform and inspire the nation.
  • Provide seafood businesses with tools to help communicate with their customers.
Photos of prawn and rice recipe ingredients and assembled dish in bowl with Love Seafood by Seafish logo

Love Seafood is by Seafish but we have developed it in partnership with the seafood industry in the UK. Our Love Seafood Group meets regularly to offer us guidance and steer our plans and activities.  

Over the next five years, our marketing activity will target two audiences – millennials and baby boomers. We have segmented these groups further to ensure our marketing is more targeted:

  • starting out millennials,
  • mid-market families,
  • stretched families.

Use the links below to find out more or go to the Love Seafood consumer website:

How to use Love Seafood to promote your business

We want to support seafood businesses of all sizes. As part of the Love Seafood community, you can access marketing tools, to help you promote your company and products to customers. We’ll also share advice on how best to use Love Seafood content in your business and you’ll benefit from our year-round, nationwide marketing campaigns. It’s a win-win situation!

Get the Love Seafood marketing toolkit

We've designed a marketing toolkit to tell you everything you need to know about Love Seafood. It has hints and tips to help you promote your business and details of how to download and use branded assets including recipe cards, posters and more.

Download free tools and assets

Whether you’re promoting your business or products online or in print it’s important to create engaging content. We’ve developed easy-to-use social media templates, sample posts and seafood photography which you can use to make your own content. You can view some of the content available in the gallery below:

All the assets and tools are available to download for free from our online asset bank. Simply go to the asset bank website and search for the Love Seafood category. Please note - you will need to create an account to access asset bank.

Follow Love Seafood on social media

The best way to see the latest Love Seafood campaigns and activity is to follow the brand on social media. Please like and share our posts to help extend the reach of Love Seafood campaign activity.

Become a Seafood Champion

We’re looking for Seafood Champions - individuals and businesses who catch, supply and serve great fish and shellfish - to help us inspire the nation to eat more seafood.

As a Seafood Champion you’d share your story and feature in marketing campaigns or PR opportunities, promoting your business under the Love Seafood banner. This could involve sharing recipes on Love Seafood channels, working with celebrities or influencers to showcase your business or products, featuring in media articles, advertising campaigns or at events.

Interested? To find out more email and tell us about your seafood story.

Read Love Seafood news and updates

Get in touch

Want to hear more? Sign-up to the Love Seafood business mailing list to keep up-to-date with all things related to Love Seafood:

You can also get in touch with the team working on Love Seafood directly by email: