Leading digital marketing, technology and commerce consultancy Amaze has launched a new product range for The Saucy Fish Co., as the brand makes a move into the UK frozen category for the first time.
The Challenge
Supporting The Saucy Fish Co. in its mission to grow the UK’s frozen fish category by attracting younger shoppers, with higher value baskets, to the freezer aisle; Amaze developed the ‘Frozen just got cooler’ creative concept for the CoolBrand, as it launches a new range of products in 500 Sainsbury’s stores nationwide.
The Strategy
Amaze’s creative concept will play out across an extensive digital marketing campaign through a new ‘Frozen just got cooler’ animated video, designed in Saucy’s cool and contemporary style. The engaging animation captures the ‘Saucy Couple’s’ first foray into the world of frozen and playfully takes them on a polar journey that starts in the supermarket frozen aisle and ends at home with an enjoyable meal in moments. This will dominate digital food platforms over four months, catching consumers online through paid media, pre-roll and social media ads and at POS through digital 6-sheets.
As part of the wider strategy, Amaze PR will target consumer and trade media, securing coverage of the new products and news of the listing with the UK’s leading titles and digital influencers. Amaze has also overseen the updates to the brand’s digital estate, including a new campaign landing page on thesaucyfishco.com.
Video plays an important role throughout the campaign via a strategic partnership with Jamie Oliver’s Food Tube, the biggest food channel in Europe, and leading food vlogger, Katie Pix, who features in a series of mid-week cooking challenges. Broadcast over a ten-week period, the videos illustrate the convenience of cooking from frozen and include five ‘fuss free’ recipes featuring the new frozen fish products.
“This bold campaign is designed to support The Saucy Fish Co.’s assertive attack on the frozen fish category. As a long-time partner of Saucy Fish Co., we’re delighted to be working with the team on another exciting, trend-setting campaign.” Sandra McDowell, Director, Communications and Content, Amaze
The Results
The first branded video is already generating huge interest, after just one week, with over 200,000 views and 800 interactions across Food Tube and Saucy channels, leading to a 400 per cent increase in clicks to the Saucy Fish Co.’s website, with 92 per cent of these being first time visits.
“Putting digital at the heart of our brand strategy to launch Saucy Fish Frozen in the UK was a calculated move to catch our Saucy shoppers online and in-store. We want to inspire the mid-week meal, introduce a new generation of shoppers to Saucy’s cool new home of the freezer aisle and ultimately, get more people, eating more fish, more often.” Amanda Webb, Sales and Marketing Director, The Saucy Fish Co.