The new Superfishoil campaign is aiming to help motivate and inspire consumers to choose nutritious seafood as a healthier option for meals and snacks, instead of other higher in saturated fat, superficial takeaways and convenience meals - because it’s not superficial, it’s superfishoil.
Superfishoil is the new campaign from Fish is the Dish, the consumer brand of the UK’s Seafish. As well as promoting the health benefits of omega-3 rich fish, the Superfishoil campaign goal is also to tackle the obstacles that consumers feel they face when purchasing seafood. According to insight research from Sainbury’s Future Foundation these barriers include price, recipe knowledge, the availability of fish and time to prepare from scratch.
Throughout February and March the campaign will encourage consumers to choose seafood dishes that are nutritious, tasty and simple to make with a variety of recipes, tips and competitions on the Fish is the Dish website, along with a great Superfishoil giveaway.
Fish is the Dish has already been in 20 selected Morrisons supermarkets around the UK giving shoppers the opportunity to sample two different varieties of mackerel at a FITD branded stand in store, with a 50p money-off voucher for each of the sampled products. The increase in sales for these products, compared to the previous week was 368% and 406%.
To carry on this theme, in March, FITD will be supporting Regal Fish, a seafood delivery service. Regal will be delivering mackerel samples to over a thousand selected customers throughout England and the North Wales border who haven’t tried it before. Follow-up research will then look to find out if trying the sample has encouraged their customers to buy more fish in the future.
Towards the end of March, the Superfishoil campaign will also work with street food vendors in central London to provide the general public with samples of a variety of seafood species that they may not have purchased before.
The aim of these partnerships is to encourage consumers to include more seafood in their diets whilst also raising awareness about the health benefits of omega-3 rich fish.
