Great Results for Seafish ‘Fish is the Dish’ Campaign

Seafish, the UK's authority on seafood, has reported a superb response to its Fish is the Dish campaign.

Launched in October, it has so far reached 120,000 consumers (twice as many as anticipated by this early stage) and this week was ranked the UK's 15th 'Most Talked About' blogging campaign by the Tots 100 Brand Index - just two places behind Tesco.

Fish is the Dish is a hardworking digital campaign using website, Facebook and Twitter to engage mums in the idea that 'Fish is Easy'.

While not traditional heavy users of seafood, mums are a prime target for messages about increased fish consumption because having children in the household means they are receptive to ideas and information about food and health.

Mums are also known to be heavy internet users. Susanna Scott (A Modern Mother) is the founder of BritMums (the UK's largest parent blogging community) and was one of the bloggers initially targeted by Seafish.

She says: "Like a lot of busy mums I was quite sceptical at first about preparing seafood and how much of it I could get my children to eat.

"Having tried a number of the Seafish recipes I am proud to say my entire family are now converts to the fish eating habit. I have been only too pleased to spread the word about Fish is the Dish to my own friends and contacts."

Seafood industry stakeholders are also encouraged to engage with Fish is the Dish as a new means to reach potential consumers. So far, Lyons Seafood, Scottish Shellfish Marketing Group, Young's Seafood and Delish Fish have all got involved, providing packs of seafood for bloggers, encouraging the generation of more content and publicity.

Jo Dunlop of Seafish comments: "Fish is the Dish has got off to a fantastic start. We have had strong participation, brilliant feedback from our mum community and the average dwell time on the website is over 10 minutes.

"The campaign has also demonstrated superb value for money - we were particularly delighted to rank at 15 in the Tots 100 Index given the minimal size of our budget compared to that of other top ranked brands such as Tesco, Disney and The XFactor.

"This shows just how much it is possible to achieve with online techniques provided that the right messages are targeted at the right people."

Plans for 2012 include a Fish is the Dish roadshow to kick-start local conversations about the project. This will link up with local mums, kids, bloggers, media, chefs, fishermen, retailers and other industry stakeholders.

More information:

Seafish.

Fish is the Dish.

More fish and seafood news from Scotland.