Resources to support consumer marketing

We are in the process of wrapping up our Love Seafood initiative but we still have resources to support seafood businesses with consumer marketing

This page has links to assets and guidance to help seafood businesses with their consumer marketing:

Following the recommendations from our Strategic Review, we are stopping consumer marketing activity through Love Seafood. We will be refocusing our efforts elsewhere, increasing our resource and dedication to researching industry reputation challenges. This will help build an evidence base that can best support the industry moving forward. You can find out more about our Strategic Review from the link below.

We will still provide seafood businesses with market insight and analysis to support industry marketing efforts. You can access resources on this from the links below.

Free tools and assets

Whether you’re promoting your business or products online or in print, it’s important to create engaging content.

We have a wide selection seafood photography, recipes and other assets which you can continue to use to create your own content. All the assets and tools are available to download for free from our online asset bank. Simply go to the asset bank website and to search for resources. Please note - you will need to create an account to access asset bank.

Photos of four different seafood dishes
We have a wide selection of seafood photography available in our online asset bank

Utilising our existing consumer research

The first step in changing behaviour is knowing what really drives consumers. We have used research and insight to identify two key audiences to target for the consumer marketing of seafood:

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

We applied data from Experian and YouGov to create a sub-set of audience segments grouped by life stage within these categories. From this we identified three core audience segments.

Audience segment

Overview

Demographics

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

 

You can still find information on the consumer research we carried out to inform our consumer marketing strategy. It’s available, along with other data and insight, on our Consumer research webpage from the link below:

Data and insight on seafood sales and consumption

We gather and analyse data from the foodservice industry in the UK to find out the latest trends and insights on seafood eaten out of home. We also gather data from independent and multiple retailers in the UK to find out the latest trends and insight on seafood eaten in home.

Follow the links below to access our latest factsheets with data on performance across different sectors, species, product formats and categories.

Marketing masterclass webinars

Our marketing masterclass webinars have been designed to help independent seafood businesses with their own marketing.

Maximising social media for business

This webinar offers insight on common queries about using social media for business. It sets out to give you the knowledge to execute simple but effective social media strategies to help grow your online presence.

It’s hosted by our Head of Marketing Greg Smith and features a presentation by Leah Silverlock, Social Media Manager at creative agency John Doe. Topics covered in the presentation include:

  • Technical information about social media platforms
  • Tactics to increase your social media following and business enquiries or sales through social media

This webinar took place on Thursday 11 March 2021. A recording of the webinar is embedded below. You can also watch it on our YouTube channel.

An intro to local search engine optimisation

Local search engine optimisation (SEO) brings huge potential for businesses, but it can be confusing to know where to start. This webinar explains what SEO is, how to find out what your customers are already searching for, and how to get started with Google MyBusiness and SEO on your website.

It's hosted by our Head of Marketing Greg Smith with a presentation by Melissa Rynn, Digital Innovations and Insight Director at creative agency John Doe. Topics covered in the presentation include:  

  • What is search engine optimisation (SEO)? 
  • How to find what your customers are searching for  
  • How to set up a Google MyBusiness account  
  • The basics of SEO for your website  
  • Free tools to get you started 

This webinar took place on Thursday 18 March 2021. A recording of the webinar is embedded below. You can also watch it on our YouTube channel.