With home cooking on the rise, seafood providers launch new consumer engagement campaigns

Published on
May 20, 2020

Home cooking is on the rise, with many consumers adhering to global guidelines urging them to stay in to help curb the spread of COVID-19. To reach these homebound customers, suppliers and industry representatives, including Young’s Seafood and the Maine Lobster Marketing Collaborative, have launched new digital engagement campaigns, replete with recipes and preparation instructions, aimed at boosting seafood’s profile in home kitchens.

Grimsby, United Kingdom-based Young’s Seafood introduced on 18 May “The Young’s Kitchen,” an online campaign intended to inspire the U.K. “with more ways to enjoy fish more often,” the company said in a press release. Supported by paid digital, influencer marketing, and social media, “The Young’s Kitchen” platform hosts quick and easy recipes as well as ingredient swaps and hacks. It also provides “inspiration for fresh, healthy, and great-tasting meal solutions, including how to create the perfect Chip Shop experience at home,” Young’s noted.

Content within “The Young’s Kitchen” at launch will focus on giving families “a timely helping hand … by providing additional inspiration as the weekly repertoire of regular favorite meals begins to reach its limit during the coronavirus pandemic,” Young’s said. Moving forward, the platform will adapt to consumer feedback and invites user-generated content, including family recipes and ideas that consumers wish to share.

Micro-influencers in the parenting and family space are the initial target demographic of the campaign, but Young’s said it’s looking to expand “The Young’s Kitchen” scope to involve the recreation of the “chippy” experience at home, how to master date nights, and expert content for more adventurous cooks.  

“The Young’s Kitchen was developed out of our passion for fish and giving consumers greater confidence to enjoy it more often at home. Just like at home, our kitchen sits at the heart of our business and everything we do, drawing on our 200-year heritage and our culinary expertise and this now gives us the opportunity to share that in an accessible way," Young’s Seafood Senior Brand Manager Keely Wade said. “We felt this was especially helpful at this current time as everyone tries to find new or interesting ways to feed the family and might be looking for new recipe ideas that are going to be crowd pleasers and new ways of using traditional family favourites. We can’t wait to get people’s reaction to our ideas and suggestions and also hear from them as they share their own inspiration with others."

On the other side of the Atlantic, the Maine Lobster Marketing Collaborative has rolled out the “Cooking Maine Lobster at Home” content hub, in a similar bid for consumer engagement during a time of coronavirus-induced social distancing.

The hub includes resources for the everyday chef to enjoy lobster in various preparations from the comfort of their own homes. It also allows U.S.-based consumers to place orders for Maine lobster products to be delivered directly to their doorsteps, the Maine Lobster Marketing Collaborative said.

“You don't need to be a gourmet chef to enjoy Maine Lobster. We have the step-by-step instructions and recipes you need to get started, all with ingredients and cookware you likely already have at home,” according to the content hub.

Recipes currently featured on the “Cooking Maine Lobster at Home” platform include Traditional Maine Lobster Roll, Maine Lobster Bisque, Roasted Garlic Pesto and Maine Lobster Pizza, Baked Maine Lobster and Brie Dip, Maine Lobster Cobb Salad, and more.

Photo courtesy of the Maine Lobster Marketing Collaborative

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