Each day, eat it your way.
A multi-channel campaign to get the nation eating seafood
Underscore worked with UK seafood industry body Seafish to develop ‘Seafood Week’, a weeklong celebration of all things fishy aimed at increasing seafood consumption. Our brand story of ‘each day, eat it your way’ encouraged consumers to buy, cook and dine out on different types of seafood throughout the celebration, with numerous activities and promotions pushed through restaurants, retailers and chippies.
54 million social media campaign reach
In total, more than 100,000 products hit the shelves carrying the Seafood Week branding through partnerships with Youngs & The Saucy Fish Co. Meanwhile, over 500 independent fish &chip; shops got involved, promotions were pushed at retailers and restaurants including Sainsbury’s, Co-op, Yo! Sushi and Loch Fyne, and a massive social media campaign made over 54 million impressions.
6400% £64 ROI estimated for every £1 spent on campaign