|
Seafish, the UK’s authority on seafood, continues to enjoy a superb response to its ‘Fish is the dish’ campaign.
Launched in October 2011, it has so far reached over 160,000 consumers (twice as many as anticipated by this early stage) and is now ranked in the UK’s top 10 ‘Most Talked About’ blogging campaign by the Tots 100 Brand Index – amongst brands such as Tesco, LEGO and John Lewis.
Fish is the dish is an innovative and integrated digital campaign using web, Facebook and Twitter to engage mums in the idea that ‘Fish is Easy’. Whilst not traditional heavy users of seafood, mums are a prime target for messages about eating more fish because having children in the household means they are more receptive to ideas and information about food and health. They are also known to be heavy internet users, which means a digital campaign is best placed to achieve the campaign objectives.
Sally Whittle, founder of Tots 100 said: “The bloggers in our community are highly active on social media, and talk about every aspect of their lives, from the clothes they wear to the food they eat. It’s always interesting to see how brands are shaping the conversation in social media, and the Tots100 Brand Index helps brands to understand how to engage with parent bloggers successfully. The Fish is the dish campaign has been a real talking point for some of our most popular and influential bloggers in recent months.”
Seafish’s Jo Dunlop, a key driving force behind the campaign and a blogger herself, says: “We are absolutely delighted to see the rapid growth of the awareness and impact of our ‘Fish is the dish’ campaign. A survey recently highlighted 70% of people involved in the campaign were eating more fish, a fantastic achievement in such a short space of time! We have built up a strong digital community with our mums sharing hints, tips and recipes every day. Average dwell time on the site remains high, there’s increased twitter usage, and we are contacted by new bloggers who are keen to get involved every day.
“The direct feedback from consumers has proved to be a valuable resource for seafood industry members who have supported the campaign. Companies such as Delish Fish, Lyons Seafood, Young’s Seafood and the Scottish Shellfish Marketing Group have all provided seafood packs for the bloggers so they can experiment and try new recipes and cook different species they may have otherwise not have tried.”
Plans for the next exciting stage of ‘Fish is the dish’ are well underway with more digital presence, regional events and so much more.
How industry can get involved in Fish is the dish:
· By supplying a logo and links for the supplier pages of the new website to Jo Dunlop via email j_dunlop@seafish.co.uk or telephone 0131 524 8684
· Providing recipes and useful hints/tips – upload recipes to the website. http://www.fishisthedish.co.uk
· Follow the new campaign on Twitter @fishisthedish
· ‘Like’ the campaign on Facebook http://www.facebook.com/fishisthedish and feel free to put up comments, recipes and hints and tips here too
Should people be 'stimulated' to eat white fish alternatives to cod?
