SAM JONES Head of PR, Amaze
FULL SERVICE AGENCY
content that’s as relevant and entertaining to fi sh lovers as it is to those who are unsure of where to begin when cooking with fi sh. To further develop the brand,
The Saucy Fish Co. launched a new fully responsive website which combines a lifestyle approach to content with intuitive navigation. The innovative build off ers consumers an enjoyable user- experience with vivid imagery and tempting lifestyle photography that invites followers of the brand to dive deep into the content and get lost in a sea of Saucy Fish. Managing director at The Saucy
Fish Co, Simon Smith, comments: “As a result of the design of our product and packing, our consumers have come to expect a vibrant, eff ortless experience with the brand. We feel that our new digital home refl ects that brand experience making us stand out in the chiller aisle.” The new website incorporated an
e-magazine style section called The Dock, which is designed to serve customers with fresh and inspiring recipes, giving visitors more reasons to spend time with the brand. The content takes inspiration from editorial food magazines which have been strategically designed to be easily accessible and relatable by using relevant feature articles, recipes themed around seasonal trends, as well as guest columns and videos created by those who share the brand’s passion for fi sh. To provide engaging content for
The Dock, and to demonstrate that cooking fi sh is child’s play, Amaze designed an eye catching stunt that challenged six-year-olds to run a Saucy Fish restaurant takeover for a day. The School of Fish served more than 140 diners, and generated strong shareable content and PR coverage. To date the video has been seen by over 170k and the activity won Stunt of the Year at the
Neighbourhood, the advert showcases the versatility of the product and the range
of occasions in the brand’s
trademark animation style. The Results
PR Moment Awards 2016. As the brand is rooted in strong
iconography, Amaze also leveraged The Saucy Fish Co.’s presence to hijack calendar events giving Saucy Fish relevance in new and unexpected markets. Over the past few years there have been logo transformations to include everything from Valentine’s Day and Christmas to Dr Who and the Back to the Future anniversary as a way of engaging within social trends and events. As brand recognition continued
to grow, Amaze directed a shift in strategy from trial and acquisition to one that drove repeat purchase and frequency. Messages to drive brand awareness have gradually been replaced with ones that drive repeat purchase. Nowhere is this clearer than in the most recent TV ad creative. Developed by Amaze and creative agency The
The immersive playful experience that consumers enjoy when engaging with The Saucy Fish Co. brand has contributed to a tidal wave of support, which has generated an award winning brand fortune of £35m. The Saucy Fish Co. has changed
the way millions of Brits think about fi sh. The brand has changed attitudes towards cooking fi sh at home with its versatile products and playful content marketing. This success has not only developed an onslaught of copycat brands but has also emulated the same success overseas with recent listings in Publix & Wholefoods in the US. The brand has won a host of
The Saucy Fish brand is worth
£35M
awards over the years, including the prestigious CoolBrands award, but none as signifi cant as the #1 Global Seafood Brand. The Saucy Fish Co. was rated alongside 19 other global seafood brands by branding experts from revered US food marketing organisation The Food Group. Each brand was scored on their branding, logo, digital presence and website. Saucy Fish were the clear winner, scoring highest in three of the four categories judged. On The Saucy fi sh Co.’s
branding, one of the judges said: “This company stands out against all the rest – great branding, simple and straight forward.” Another commented: “It’s a fun brand with a laid back tone of voice that is welcoming. You get the sense that the people involved in the company are doing what they love and are inviting the customer along.”
amaze.com
53 issue 28 summer 2016
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