Integrated / PR / Consumer PR / Social
Many consumers think cooking with high-quality and responsibly sourced sea bass and sea bream is too much fuss and just for the pro cooks or special occasions. Fish Said Fred was created to change that perception and its new range of responsibly sourced and conveniently prepared chilled sea bream and sea bass was launched on Ocado. Our task was to create a consumer PR campaign to launch the brand and create buzz to drive awareness and sales.
Right in the middle of lockdown, when frankly we were all getting bored with mid-week cooking and lacking some recipe inspiration, we landed a Fish Said Fred press box on the doorsteps of key media containing the full range of products, recipe inspiration and a beautifully crafted press release with all the product news.
Our delivery was both brilliantly timed and perfectly executed to encourage media to cook up a simple everyday dish and enjoy the delicious taste of the sea bream and sea bass at home. From the resulting coverage and feedback from media influencers it is fair to say they were hooked and we successfully landed a big PR catch of the day.
We exceeded KPIs across every qualitative and quantitative measure set. We achieved 15 pieces of coverage across target media including: The Grocer, Daily Express, Olive, Sunday Mirror, Prima and many more, with a reach of over 5 million. Every article featured brand photography and key messaging to bring the brand firmly to the attention of target consumers. Sales in Ocado have been strong since launch.