Love Seafood strategy and objectives

Find out more about the background, plans and goals for our consumer brand, Love Seafood.

What is Love Seafood?

Launched in October 2020, Love Seafood is an ambitious long-term consumer initiative. It aims to reframe the nation’s view of seafood and encourage consumers in the UK to eat more fish and shellfish over the next 20 years.

Love Seafood will:

  • Help consumers across the UK reconnect with an enjoyment of seafood by promoting choice, convenience, and balanced living.
  • Cover both in-home consumption via retail purchases and out-of-home consumption, including dining at cafes and restaurants or enjoying fish and chips to takeaway.
  • Bring together seafood champions to inform and inspire the nation.
  • Provide seafood businesses with tools to help communicate directly with consumers.

Strategic objectives

Love Seafood supports our corporate goal of increasing seafood consumption across the UK.

Our strategy positions Love Seafood as a platform for ‘warming up’ consumers when it comes to seafood. We avoid tracking our activity directly against seafood purchase, and instead exist to create demand for seafood business across the UK to support their sales. This means that our objectives focus on measuring attitudes, perceptions and behaviours towards seafood, in our target audience groups.

The core and long-term measure of success for Love Seafood will include:

  • Driving awareness of the Love Seafood brand and all associated activity.
  • Driving consumer understanding of key ‘reasons to buy’.
  • Driving consumer consideration and desire to eat more seafood more often.
Photo of family sitting round a table enjoying a seafood dinner

Target audiences

Love Seafood is focused on two specific audiences representing buying power, penetration and influence across the next five years and beyond. These are:

  • Millennials - those born between 1981 and 1996
  • Baby Boomers - those born between 1946 and 1964

We used data from Experian and YouGov to create a sub-set of audience segments grouped by life stage within these categories. Following direction from our Love Seafood Group, we are focusing on reaching the following three audience segments initially.

Audience segment



Starting out


Millennials that lead busy lives and are starting to settle down and start a family.


  • Aged between 26 and 35
  • They make up 9% of all UK households
  • Mid-affluence
  • Most likely buying their first homes

Mid-market families


Middle-aged average affluence families that are time pressured and interested in convenience above the environment or luxury.

  • Aged between 56-65
  • Make up 19% of all UK households (indexing highly in Wales and north of Scotland)
  • Mid-affluence
  • Most likely living in owned homes

Stretched families

Young families with low income looking for affordable food and the occasional takeaway. Highly influenced by celebrities.

  • Aged between 26-35
  • Make up 23% of all UK households (high indexing in NE, NW & Yorkshire)
  • Low-affluence
  • Most likely living in rented or social housing

Communicating with consumers

We’re taking an agile approach to planning, managing and evaluating communications. Our activity runs across three strands:

  • Always on drum beat – launching Love Seafood with core activity relating to fish and shellfish offering value for money.
  • Campaign spikes – maximising partnerships to reach our target audience groups by teaming up with influencers, celebrities and brands.
  • Reactive activity – responding to the evolving circumstances with activity relating to changes, such as ‘easy swaps’ if supply of a species decreases.

The channel strategy for Love Seafood will be integrated with a focus on the channels identified as relevant to our target audience groups. This will be largely digitally-driven but there will also be some activity across the following channels:

  • Advertising - in-store, in-app and web
  • Direct marketing - press supplements and direct mail
  • Experiential - virtual or bricks and mortar events
Photos of four different seafood dishes

Plans for year two activity

In September 2021 we announced a new brand proposition for Love Seafood marketing activity – ‘Bring on Better Living’. This is a long-term promise to consumers that articulates our purpose and vision. From October 2021 onwards we’ll be showcasing how eating seafood can fuel the nation to live better by focusing on reaching our target audiences when they’re planning their next meal.

Our consumer mindset-first approach for year two of Love Seafood was informed by research carried out in summer 2021. This told us that consumer need states vary depending on consumption channel. At home during the week consumers focus on convenience, value for money and health. At the weekend, they are more open to experimentation via luxurious or complex dishes, as well as the desire to eat takeaway. When eating out of home they focus is on discovery, or choice – trying something new or a dish they wouldn’t typically eat at home.

How we share content will adapt as the consumer does - from shopping lists and meal planning tools when the consumer is preparing for the week, to mouth-watering restaurant imagery for some weekend inspiration. We’ll adopt a smart channel strategy, switching activity on and off throughout the week to ensure we serve consumers what they need when we need it. We’ll also share recipes across three categories:

  • Pre-planning – recipes that are simple, budget-friendly and focus on accessible species
  • Last-minute – recipes focused on store cupboard staples, ready to cook or ready to serve
  • Indulgence – recipes that are a treat, takeaways to make at home and/or content focused on fish swaps for takeaway

You can find out more about the consumer research which informed our plans from the link below:

Working with the seafood industry

The Love Seafood brand is owned by Seafish, but it has been developed in partnership with the seafood industry in the UK. We understand that our seafood industry is diverse, so we’re looking to unite everyone behind a single cause – collectively inspiring the nation to fall in love with seafood.

The direction of the Love Seafood brand is informed by our Love Seafood Group. This is made up of representatives from across all seafood sectors, covering catch to plate and including small, medium and large businesses. The group meets on a regular basis to offer guidance and help steer Love Seafood plans and activities. Follow the link below to find out who is involved and what they do.

We’re also committed to working with seafood champions – those that catch, supply, serve and celebrate seafood. They’re our gateway to reaching and engaging with our target consumers. They include:

  • Retailers – grocery retailers, independents and direct sales; showcasing the channels that can bring delicious seafood to the homes of the nation, regionally and nationally.
  • Partnerships – familiar and trusted household brands, celebrity and influencers.
  • Foodservice – chefs, fish and chip shops, takeaways and quick-service restaurants.
  • Production and processors – those local to target hotspots who can share relatable stories.

Getting involved in Love Seafood doesn’t have to be time consuming or expensive. We want to support seafood businesses of all sizes.

As part of the Love Seafood community, you can access a wide variety of Love Seafood branded assets and handy tools, helping you promote your company and products to customers. We’ll also share advice on how best to use Love Seafood content in your own marketing efforts and you’ll benefit from our year-round, nationwide marketing campaigns. This is an opportunity to be part of something that will generate consumer interest and positive media coverage.

Photos of different species of fish and shellfish on coloured backgrounds

Selecting species for promotion

We often get asked how we select species to promote in our campaigns. Another common question is what we can do encourage consumers in the UK to eat more fish and shellfish caught in local waters.

UK consumers typically consume five key species – prawns, cod, salmon, tuna, haddock – and a lot of the seafood we eat in the UK is imported. Love Seafood has been set up to work for businesses across the seafood supply chain. This reflects our remit as the public body that supports the whole of the UK seafood industry.

To support our goal of increasing seafood consumption, we need to strike a balance when developing content around specific species. This involves both engaging consumers with species they are already comfortable with and encouraging them to try something new. Thinking about sustainability is also an important part of this.

Going forward, we will plan and deliver campaigns which pick up on a balance of these different elements. Activity will range from seasonal campaigns to raise awareness of the fantastic fish and shellfish available locally, to sharing new ideas for familiar favourites and promoting the nation’s favourite takeaway – fish and chips.

Sign up for updates or get in touch

Follow the link below to sign up to receive information about Love Seafood:

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