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A GBP 20-million seafood brand has been created in Grimsby in just two years — and those behind it are planning a great future with a national TV advertising campaign launching today.

The Saucy Fish Co, Seachill’s cheekily named creation, has taken the aisles of supermarkets by storm, and is about to be thrust before the country, as part of a GBP 1.6-million TV campaign by the town firm, which employs 500 people.

Having enjoyed a near 300 percent uplift in sales when three regions — including our own — were targeted with adverts during Downton Abbey and The X Factor in the autumn, bosses are now hitting every home in Britain in the coming weeks.

The first screening of the animated ad will be on ITV today two years after the initial five-line range first appeared on selected Tesco stores’ shelves. Now it is in all of them, with roll-outs following in the other supermarkets, too, as well as licensing deals taking it to America and Switzerland, with exports also hitting shoppers’ trolleys in France.

Simon Smith, head of brand at The Saucy Fish Co, said: “We were hugely encouraged by the success of the TV commercial and the wider campaign during the October trial – this has given us a really strong platform for national roll-out of the TV campaign. We’re also working on more new product development to launch in the next six months, with the ambition to double The Saucy Fish Co brand value in the next year.”

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