The Challenge
The Saucy Fish Co. shook up the fish category offering inspiration and convenience through simply presented chilled fish with accompanying sauces. Their ambition was to add personality and grow the sector, and their approach paid-off as the brand now has an estimated value of £20m.
The Strategy
Amaze’s brief was to educate consumers and influence sales through a truly integrated approach. The work included an animated TV ad and an online fish ‘hub’, designed to communicate the ease and simplicity of fish cuisine.
To net a predominantly female audience, a seamless mix of media relations, social media, online display ads, recipe book creation and sampling at BBC Good Food show was used.
The Results
Through an integrated communications campaign, the brand secured listings in Tesco, Sainsbury’s, Morrisons, Ocado, Budgens and Booths. Amaze succeeded in helping the brand breathe new life into an established and traditional category, build incredible loyalty in a short space of time and directly influence sales.
Over the course of the full campaign in 2011 Amaze has helped The Saucy Fish Co. double its worth in the last year. Going from a £10 million brand at the start of 2011 to a £20 million brand at the end of 2011 with ambition to become a £60 million brand over the next two years.