Fishy TV tale is surefire recipe for big success
ONE of Grimsby's fastest growing exports is back on our screens next week, as a £30-million seafood brand looks to further its reach.
Seachill's award-winning concept The Saucy Fish Co has rolled out its autumn television advertising campaign, debuting a new look creative element to last year's popular ad – described as a fish with two tales!
Consumers will get the chance to witness two different endings to Saucy's unique animated commercial that cleverly tells The Saucy Fish Co story. In the new version, Saucy's Grimsby Smoked Haddock with Davidstow Cheddar and Chive Sauce is hailed as the hero product with the original version supporting Saucy's best-seller Salmon with Chilli, Lime and Ginger sauce.
Sticking with last year's recipe for success, the TV commercial uses animation to showcase the choice available to a consumer when they are keen to prepare a fish dish – the simple Saucy Fish option or a more complicated route.
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The £1-million campaign is due to air for a three-week period, from Monday, targeting ABC1 housewives across national channels ITV1, ITV2 and ITV3, Channel Four, Film4 and More4, plus Channel 5 and Sky channels.
Scheduled within high-profile shows including multi-million viewer-attracting The X Factor and Downton Abbey, Simon Smith, head of brand at The Saucy Fish Co, said: "We were hugely impressed by the success of last year's TV campaign and supporting digital activity, that we are keen to replicate the same impact and give consumers even more of the Saucy Fish story by including more of our product range.
"Using TV, digital activity and social media channels builds the campaign into a memorable piece for consumers, and one we're really excited about seeing the results from.
"Our previous campaigns worked to introduce new consumers to the fish aisle, and our aim for the new campaign is to continue this growth of new audiences shopping in the fish category. Our reason for being, and the heart of the Saucy Fish brand, is to welcome new fish lovers".
The Saucy Fish Co offers a range of convenient, quality fish dishes, which include melt-in-the-middle fishcakes, stand-alone sauces and, foil bake bags, and a variety of mouth-watering fish and sauce pairings.
More than 550 people are employed by Seachill in Grimsby, a division of Icelandic UK Ltd.
With Grimsby's Ella Henderson also getting top billing on previews for the forthcoming X-Factor 'Bootcamp' section, it could make for a town double bill on Saturday evening.
The news comes as organisers of Humber Seafood Summit were today toasting a record number of delegates attending the event, in its third year. Pre-booked numbers were 25 per cent up on 2011, according to joint hosts Seafish and a partnership of organisations in the Humber Seafood Group.
Dr Paul Williams, chief executive of Seafish, said: "This year's Humber Seafood Summit looks set to be the most successful since its launch three years ago. The support from industry is greater than ever, with a particular spike in interest from processors and importers.
"This event is a major networking opportunity for the Humber area and, unsurprisingly, no-one wants to miss out. Seafish has played an integral role in the delivery of this year's summit."
For more information visit www.thesaucyfishco.com.