Saucy Fish’s Creative Marketing Hooks Younger Consumers

Since launching into the retail frozen food sector last year and securing listings with Sainsbury’s, Tesco, Ocado and Amazon Fresh, 69% of Grimsby, England-based Saucy Fish Co.’s spend has been incremental to the frozen fish category as a whole, with the brand bringing new shoppers to the freezer aisles of some of the UK’s biggest grocers.

The company continues to grow its frozen following by attracting younger, more affluent consumers to frozen fish in Tesco through its “Frozen Just Got Cooler” multi-channel marketing drive, with the brand investing significantly in the supermarket listing.

Spanning PR, digital and social media, the Saucy campaign has reportedly reached in excess of 105 million consumers, using innovative marketing formats including VDX (video-driven experiences) display units, to capture a new generation of frozen shoppers online.

In a bid to highlight how the brand’s products fit well into the lifestyle of time-poor young professionals, Saucy Fish teamed up with celebrity influencer Oliver Proudlock (who has a social media following in excess of one million) challenging him to cook salmon tacos on fairground waltzers in a distinctly Saucy style.

“The past 12 months have been game-changing for us,” said Saucy Fish Co. Sales and Marketing Director Amanda Webb. “We’re absolutely delighted to have introduced a new generation of younger shoppers to frozen fish, a category they wouldn’t usually consider.”

Noting that the company has also gained numerous listings across the USA and Canada, he added: “Our frozen offering continues to expand, with the recent introduction of frozen Thai Spiced Fishcakes and more exciting new product development in the pipeline.”