Love Seafood results from spring and summer 2021

It’s been a busy spring and summer for our Love Seafood consumer marketing activity. During this period we ran a campaign showcasing scampi as an easy family-friendly choice at home. We also promoted fish and chips and seafood in foodservice as part of our summer of ‘feel good food’.

So, how did we do? We were delighted with the response to our campaigns. Our activity reached over 39 million people and we featured around 115 individual seafood businesses.

We’ve created a short film to share highlights from our campaigns and stats from our activity evaluation. It also introduces our new campaign focus from Autumn 2021 onwards – encouraging consumers to ‘Bring on better living’. You can watch the video below:

All our consumer marketing work relates to our ambitious long-term mission. We’re aiming to reframe the nation’s view of seafood and encourage consumers in the UK to eat more fish and shellfish over the next 20 years.

We’re encouraging the whole of the UK seafood industry to get behind Love Seafood. By working together we can all help to build the profile of seafood across the nation, and in the hearts and minds of UK consumers.

If you’re not already up to speed you can go to our Love Seafood consumer brand webpage to find out more about the brand. There you can download our marketing toolkit, learn how seafood businesses can use Love Seafood to support their own customer marketing and sign up to receive email updates.

Further information

Please note, as from 11 April 2022, the Love Seafood initiative and all associated activity has come to an end. Thank you for your support and for being a part of the journey to ‘bring on better living’.