Seafish launches 20-year Love Seafood consumer initiative Seafish, the public body that supports the UK seafood industry, has launched its new Love Seafood consumer brand platform today (1 October 2020).
T
he new brand is driven by a 20-year initiative to
brand and see our extensive planning come to fruition. Our
reverse the decline in consumption of seafood in
previous Fish is the Dish brand was successful and popular but
the UK. It aims to positively influence attitudes
as attitudes towards food and consumer behaviour change, it
towards and inspire consumers to incorporate
was time for us to take stock. We’ve relished the opportunity
more fish and shellfish into their diets. Love Seafood is being launched with a new identity, website
and social media presence. It replaces Fish is the Dish, the previous Seafish consumer brand.
to re-evaluate where seafood is positioned in the minds of consumers, and in securing its long-term future relationship with the nation. “Our planning period has given us time to position Love
The wide-ranging launch campaign will consist of consumer-
Seafood as a single, powerful message built and owned by the
facing advertising across radio, TV, print, outdoor and streaming
seafood industry. Through creation of our Love Seafood Group,
platforms. It will also feature CJ Jackson – a chef, cooking writer
with members representing businesses across the seafood
and seafood expert.
supply chain, we have embedded industry expertise and insight
Love Seafood Social, a week-long programme of online events involving celebrities, chefs, social media influencers and seafood businesses across the country, will follow from 12 October. Seafish has invested heavily in the groundwork to create Love
into the fabric of the brand to benefit both businesses and consumers. “We’re realistic about what we want to achieve and the timescales required for this. We know we won’t change national
Seafood. Informed by an in-depth State of the Nation
attitudes overnight, which is why Love Seafood is a long-
research project with YouGov in 2018, Seafish gained
term initiative. We’re aiming to inspire a generational
insight into the barriers people face in relation to
shift in attitude towards seafood and tell the story of this
seafood consumption across the UK. It then analysed
incredible industry.”
the data against information and trends identified
A central pillar of Love Seafood will involve showcasing
by its in-house market insight team and through Experian
the people and brands that make the UK’s seafood industry a
consumer data.
world-leader. Known as Love Seafood Champions, companies
The findings showed that opportunities for growth in the
and people across the full supply chain are invited to get involved
sector fell between two unique but broad consumer audiences,
in Love Seafood’s marketing opportunities on an ongoing basis.
and that they would best be engaged through an entirely new
Further information on becoming a Love Seafood Champion
consumer-focussed initiative.
and the benefits for businesses will be revealed soon.
Seafish has spent 18 months in development of strategy, brand
Seafish is also issuing a range of assets for businesses to use
and communications planning to get to the launch. It is working
across their own websites and social media channels via its
with four of the country’s leading advertising, marketing and PR
online asset bank.
agencies; Frame, Wire, LUX and The Lane.
For further information on Love Seafood, please visit the Seafish
Greg Smith, Head of Marketing at Seafish, said:
website:
“We’re incredibly excited to launch our new Love Seafood
consumer-brand/
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Fastfood Professional • October and November 2020
www.seafish.org/promoting-seafood/love-seafood-
October and November 2020 • Fastfood Professional
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