Best integrated campaign – consumer 2016 Article icon

Best Seafood Week

After a seven-year lapse, industry authority Seafish brought Seafood Week back in October 2015 to promote the product. But in order to ensure that consumers actually bought more seafish, the authority had to encourage partners, such as supermarkets, mongers and restaurants, to get involved in the promotional week as it has no control over marketing mix elements.

It aimed to provide a campaign event platform to deliver media and digital noise but also one that offered flexibility across all elements of the supply chain for companies to get involve. Seafish set itself a target of delivering media reach of 50 million and social reach of 40 million, and to gain support from five major partners.

The campaign strategy was shaped by insights from Neilson, Kantar and other sources, while Experian Mosaic provided insight into customer groups.

Seafish created a series of free resources and assets that offered advice to participating businesses on how they could get involved, such as information on how to work with local media and downloadable press release templates. It encouraged them to set up social media accounts if they had not them already, and to start using #seafoodweek ahead of the event, sharing favourite seafood recipes or memories to generate interest. A calendar suggested the types of posts that could be sent in the run up and through Seafood Week, highlighting the promotion that the business offered as a ‘call to action’. Marketing materials, such as posters, digital adverts and stickers, were also available.

Seafood Week kicked off on 7 October with Fish Pun Day, when Seafish encouraged partners to share pictures of fish with related puns. Each day of the week also showcased one species, such as cod, mussels or sardines, with alternatives offered: retailers suggested ‘buy me’ or ‘cook me’ while restaurants said ‘dine me’.

Seafish also ran a series of events, such as taking fishermen to primary schools, while it worked with mainstream media, providing experts such as a nutritionist and national pun champion Darren Walsh, for interviews. Over the week, the event achieved 213 items of coverage in national and regional newspapers, and 36 broadcast interviews. On social media, #seafoodweek reached 53.8 million impressions while #fishpunday achieved 11.5 million and even saw 41,500 unique visitors over eight days.

Around 300 businesses across the country got involved, including Morrisons, Sainsbury’s and Co-operative Food. Seafish secured ten major partners, against its target of four, and the week is estimated to have produced between £7 million and £18 million to the industry, providing a return on investment of at least 25:1. The event is returning in October 2016.

The judges described this as ‘a strong campaign across a blend of owned, earned and paid media, delivering great channel and business results’.