Debuting with a bold statement of ‘Frozen just got cooler’, the fish innovators have launched a brand new frozen UK product range with a major listing in Sainsbury’s nationwide.
The Saucy Fish Co.’s assertive attack on the frozen fish category will be supported with an extensive digital marketing campaign, with the trail-blazing brand dominating online food platforms over four months.
The new Saucy Fish Frozen range brings chilled quality fish to the freezer, boasting five products: Sea Bass with Salsa Verde, Smoked Haddock with Vintage Cheddar & Chive Sauce, Salmon with Chilli, Lime & Ginger Dressing and two Saucy centre fishcake variants.
The Saucy Fish Co.’s strong brand identity, renowned for its cool and contemporary design, is set to reinvigorate the freezer aisle. Saucy splashes of colour against smart black packaging will set products apart from other frozen fish packaging. The new design introduces a window on the Fish and Sauce packs, designed to hero the product and allow shoppers to view hearty frozen fillets with confidence before they buy.
Taking the Saucy fish revolution online, Saucy’s ‘Frozen just got cooler’ creative campaign centres on the brand’s trademark colourful use of animated film. Video assets (10 second and 30 second treatments) set the frozen scene of Saucy’s cool new product that cooks from frozen to fork in 30 minutes or less.
The engaging story captures the Saucy couple’s first foray into the world of frozen and playfully takes them on a journey that starts in the supermarket frozen aisle and ends at home with a meal in moments to enjoy, after meeting a few cheeky locals along the way with a five second live action insert in each treatment.
In a strategic partnership, the popular fish brand is set to join forces with Jamie Oliver’s Food Tube cooking talent, Katie Pix, in a clever brand move to further illustrate the convenience of cooking from frozen in a mid-week meal mini-series challenges.
Delivering five 3-5 minute branded videos to supporting each product from the new Saucy Fish Frozen range, the Food Tube collaboration will broadcast from the first week of February over a five-week period supporting Saucy’s Frozen just got cooler campaign online alongside Paid Media, Pre-roll and Social Media ads.
The colourful animation is set to debut across Sainsbury’s digital 6 sheets nationwide during the launch month of February 2017, supported by online POS across the Sainsbury’s website.
The Saucy Fish Co. hope to grow the frozen fish category incrementally by attracting younger shoppers, with higher value baskets, to the freezer aisle. Amanda Webb, Sales and Marketing Director at The Saucy Fish Co. comments: “Our research shows there is a lack of inspiration and a need for convenience in the frozen fish category. The new Saucy frozen range was designed to provide consumers with a much needed solution; quality fish, from freezer to fork in half an hour.
“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.”
Campaign video can be viewed on The Saucy Fish Co. YouTube channel here
The Saucy Fish Co. is owned by Icelandic Seachill, a major supplier of fresh and frozen seafood to UK retailers. The company is based in Grimsby and employs more than 1400 people.