{"id":4105,"date":"2011-10-10T19:23:00","date_gmt":"2011-10-10T18:23:00","guid":{"rendered":"https:\/\/worldfishing.nfdtesting.uk\/icefish-conference\/2011\/10\/10\/new-fish-is-the-dish-seafish-campaign\/"},"modified":"2011-10-10T19:23:00","modified_gmt":"2011-10-10T18:23:00","slug":"new-fish-is-the-dish-seafish-campaign","status":"publish","type":"post","link":"https:\/\/www.worldfishing.net\/icefish-conference\/news\/industry-news\/new-fish-is-the-dish-seafish-campaign\/","title":{"rendered":"New \u2018Fish is the Dish\u2019 Seafish campaign"},"content":{"rendered":"

Launched last week, this initiative will specifically target mums and make optimum use of cost-effective digital marketing techniques rather than traditional media.<\/p>\n

The ethos of the campaign is that it is \u2018by mums for mums\u2019 and is centred around \u2018Fish is Easy\u2019. This demographic has been identified as a key target \u2013 whilst not being traditionally heavy users of seafood, having children in the household means mums are open to new ideas and messages about food and health. They are also heavy users of the internet \u2013 making them a perfect target group for a low cost campaign conducted online.<\/p>\n

Karen Galloway of Seafish says, \u201cOur research has shown that these so-called \u2018digital mums\u2019 dedicate 17.8 hours on average per week to the internet \u2013 94% use email, 76% have tried social networking and 63% watch video clips online. We will make optimum use of this by targeting them with practical and motivational ideas to help them understand how easy it is to add more seafood to their weekly menus.\u201d<\/p>\n

\u2018Mummy bloggers\u2019 are a new generation of online advocates that this target audience is already engaged with, so the \u2018Fish is the Dish\u2019 campaign will tap into this by working with a select group of bloggers.<\/p>\n

The campaign will also exploit all other aspects of social networking to engage with the audience, including a Facebook page, Twitter feed and a new website (Fishisthedish<\/a>) which will launch at the end of October and which will be an online hub for seafood preparation ideas, recipes and information.<\/p>\n

How industry can get involved\u2026<\/p>\n

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