The Saucy Fish Co.

The Saucy Fish Co., a leading chilled fish brand has unveiled its new website designed and built by full service digital and marketing, technology and commerce consultancy Amaze.

The Challenge

In its mission to make fish more enjoyable for everyone, the distinctive FMCG brand is adopting the same trail blazing approach to its website as it did to its arrival in supermarket fish aisles, with a site which combines a lifestyle approach to content with intuitive navigation.

Built to be fully responsive across mobile and tablet devices, the site merges all of The Saucy Fish Co.’s digital assets into a single destination. Whether customers are exploring the brand’s 20-strong range of fish dishes, interested in food features, looking for information about nutrition or the brand’s sustainable business processes.

The Strategy

The website’s new look includes a magazine style section called The Dock, designed to give consumers more reasons to spend time with the brand. It provides food lovers with serving suggestions, food news and inspirational lifestyle content written by in-house editors, food experts and guest bloggers.

“The new website needed to be bold and unmistakable. Mirroring the product range, it is bite-sized, easy to use and a pleasure to consume. It brings to life the brand’s fun and colourful personality using vivid carousels and tempting lifestyle photography. The innovative build and quick-load page feature delivers faster loading times with a simple user experience design allowing customers to skim the surface or dive deep into the content. The magazine style approach also gives consumers reasons to come back to the site again and again for a more engaging experience.” Sandra McDowell, Amaze

The Results

The first issue of The Dock, ‘Viva España’, celebrates all things Spanish to mark the launch of The Saucy Fish Co.’s latest tapas inspired Foil Bake Bag product, which has recently gone on sale at Waitrose.

Later this year the website will also be enhanced to reach international markets including Australia and the United States, providing country-specific information on products and stockists for these regions.

“As a result of the design of our product and packing, our consumers have come to expect a vibrant, effortless experience with the brand. We feel our new digital home should reflect that brand experience making us stand out in the FMCG space.” Simon Smith, Managing Director, The Saucy Fish Co.

Press release issued October 2014.