Seafish
Superfishoil vs superficial
Seafish are the Government authority for seafood in the UK. We needed to define a formal brand strategy that would allow their messages to reach a wider community.
The outcome was our road map based on the principles of ‘Fewer, Bigger, Better’ which meant that any new initiatives must fit into the wider objectives and sustainable interests of the seafood industry as a whole. The strategy involved the Seafish parent brand and six sub-brands, each communicating a sector of the business’s objectives.
Following a rapid immersion into the fish eating habits of the UK audience, we realised that many people overlooked fish because they saw it as expensive and complicated.
We wanted people to know that fish can be simple, easy and fun and that it’s packed with Omega-3. This gave rise to the story of “Superfishoil vs. Superficial” which allowed us to promote simple swaps rather than extreme diet changes through a UK-wide campaign that connected all audiences.
Our story of Superfishoil vs. Superficial
allowed us to promote simple swaps
rather than extreme diet changes
through a UK-wide campaign that
connected all audiences.
The UK seafood industry is worth £9.5bn per annum.
Seafish wanted a national campaign that would educate UK about the health benefits of omega-3 and drive seafood consumption as a result.
In 2024, the UK farmed 88,000 tonnes of fish and shellfish which was worth an estimated £1.7 billion.
The strategy involved the Seafish parent brand and six sub-brands, each communicating a sector of the business’s objectives.
