Seafish
Superfishoil vs superficial
Promoting the health benefits of seafood to 121.1 million consumers
International
Government
Responsible Resourcing
Seafood
By working with Underscore, the “Superfishoil vs superficial” campaign to promote the health benefits of seafood achieved a reach of over 121.1 million consumers. The integrated digital campaign resulted in a 12% increase in awareness of the health benefits of omega-3, winning the “Masters of Marketing in Healthcare and Pharmaceuticals Award” and also being recognised as the “Best Integrated Consumer Campaign” at the CorpComms Digi Awards.
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.
Services
Brand Guidelines
Brand Strategy
Corporate Change
Story Crafting
Sectors
Corporate
Food & Beverage
International
Our market research revealed that the UK seafood industry is worth £9.5bn per annum.
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.
Seafish wanted a national campaign that would educate UK about the health benefits of omega-3 and drive seafood consumption as a result.
$1.7 billion valuation
Our marketplace analysis discovered that the UK farms 88,000 tonnes of fish and shellfish and is worth an estimated £1.7 billion.
Our strategy involved the Seafish parent brand and six sub-brands, each communicating a sector of the business’s objectives.
Ready to create the next big thing?
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