Through its consumer brand “Fish is the Dish,” the U.K. Seafish Authority has unveiled a new campaign intended to motivate and inspire the country’s general public to include more seafood in its diet while also raising awareness about the health benefits of omega-3 rich fish.
Called “Superfishoil,” the project also aims to tackle some of the common obstacles that consumers feel they face when purchasing seafood, including price, recipe knowledge, the availability of fish and time to prepare from scratch.
Throughout February and March, it will encourage consumers to choose seafood dishes that are nutritious, tasty and simple to make with a variety of recipes, tips and competitions on the Fish is the Dish website.
Fish is the Dish has already been in 20 Morrisons’ supermarkets giving shoppers the opportunity to sample two different varieties of mackerel with a money-off voucher for each of the sampled products. The increase in sales for these products, compared to the previous week was 368 percent and 406 percent.
Continuing the theme next month, Fish is the Dish will support seafood delivery service Regal Fish, which will be distributing mackerel samples to more than 1,000 selected customers throughout England and the North Wales border who haven’t tried it before. Follow-up research will then look to find out if the samples have encouraged their customers to buy more fish.
Toward the end of March, the Superfishoil campaign will also work with street food vendors in central London to provide the general public with samples of seafood species that they may not have purchased before. Each customer will be given a Fish is the Dish pack, comprising information on omega-3s and recipes that can help them contribute to the recommended 3 grams of long-chain omega-3 fats that they should be getting each week.
Superfishoil follows on from Fish is the Dish’s “Feed Your Mind” project, which was launched in October 2014 and was based on research that found 73 percent of U.K. adults didn’t know how much fish they should eat a week in order to maintain good health.
