Saucy Fish

Located in the chilled fish category the product is all about offering inspiration and convenience to the consumer through a range of fish and sauce combinations.

Realising there was an opportunity to bring some much needed personality into the sector and overcome consumer fears about cooking and preparing fish, their approach is paying off. 

Since launching a year ago the product has carved its own niche in the market with an estimated brand value of £10 million, all without the help of any advertising.

The Neighbourhood won a 3 way pitch to conceive and direct their first major TV campaign and help to catalyse the next stage of the brand’s growth.

Taking Elmwood's innovative packaging designs a starting point, we looked to expand the graphic language of the brand by creating a unique animated world that both reflects the sense of approachability and playfulness of the brand, whilst also creating an alternative voice in the marketplace.

The TV campaign is supported by the Amaze PR digital campaign which includes search and display advertising in addition to the creation of an online “Fish Dock”, which provides inspiration on cooking with fish.

After launching in the 3 regions of Yorkshire, Meridian and South West, and featuring during the advertising breaks of some of ITV’s primetime shows such as Downton Abbey and the X-Factor, the ad has been incredibly well received, and will be launched nationally in early 2012.

Seachill, Marketing Director, Simon Smith, commented “The animated TV commercial supported by digital activity, alongside our planned PR activity through traditional and social media channels, makes this a hugely exciting integrated campaign and demonstrates the scale of the ambition we have for The Saucy Fish Co. as a brand.”