Love Seafood - A seafish initiative to change the nation’s perceptions of seafood

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Launched in October 2020 by Seafish, Love Seafood is an ambitious long-term consumer initiative which aims to change the nation’s perceptions of seafood

En compassing both in-home and out-of-home consumption, Love Seafood seeks to inspire UK consumers to eat and enjoy more fish and shellfish over the next 20 years.

Love Seafood replaces Seafish’s previous consumer platform, Fish is the Dish, and will create an enthusiastic community of seafood champions united behind a single cause – to collectively inspire the nation to fall in love with seafood.

Love Seafood will:

• Help consumers across the UK reconnect with buying and eating seafood by promoting choice, convenience and the benefits of balanced living. • Encourage consumption of seafood at home via retail purchases and outside the home, including dining at cafes, restaurants as well as fish and chip shops

• Bring together a range of seafood champions to inform and inspire the nation.

• Provide seafood businesses with tools to help communicate directly with consumers.

Love Seafood has been developed in partnership with the UK seafood industry. The direction of Love Seafood is informed by a Love Seafood Group – comprising representatives from across all seafood sectors – which meets on a regular basis to provide guidance and help steer Love Seafood plans and activities.

Target audiences Love Seafood is focused on two specific audiences representing buying power, penetration and influence across the next five years and beyond – namely, ‘Millennials’ (consumers born between 1981-1996) and ‘Baby Boomers’ (born between 1946-1964).

Seafish used data from Experian and YouGov to create a sub-set of audience segments grouped by life stage within these categories. Following direction from the aforementioned Love Seafood Group, Love Seafood will initially focus on reaching the following three audience segments:

• Starting out (Millennials that lead busy lives and are starting to settle down and start a family).

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

• Stretched families (Young families with low income looking for affordable food and the occasional takeaway). Getting involved Getting involved in Love Seafood doesn’t have to be time consuming or expensive.

As part of the Love Seafood community, you can access a wide variety of branded assets and handy tools via Seafish, helping you promote your business to customers. You can avail yourself of advice on how best to use Love Seafood content in your own marketing efforts, and you’ll benefit from Seafish’s year-round, nationwide marketing campaigns promoting Love Seafood.

Visit www.seafish.org/love-seafood to find out more, to sign-up to receive latest news updates, and to access a wide variety of Love Seafood business support assets. Share the love!

Perfection on a plate (or in a box). Championing the nation’s favourite takeaway.