Fish Friday

THE BRIEF

To create a sub-brand within the Sea Harvest portfolio that could stand out independently in a crowded and highly competitive category. The objective was to make Fish Friday not just a product, but a cultural moment — elevating it beyond the master brand and positioning it as a top-selling variant for the first time, while simultaneously driving growth for the broader coated frozen fish category.


THE APPROACH

01

Strategic Thinking

Rather than relying on traditional product-led messaging, the campaign focused on building distinctiveness through cultural relevance. The strategy was to “own” a day of the week — embedding Fish Friday into consumer behaviour and making it feel as established and recognisable as other themed days like Meat-Free Monday or Taco Tuesday.

02

Creative Approach

The campaign used anthropomorphism to bring the concept to life — transforming days of the week into characters interacting in a shared social setting. By placing Fish Friday alongside other well-known “day occasions,” the idea positioned it as an official, fun, and socially recognised day, giving the sub-brand its own identity and personality.


The Solution

A fully integrated campaign centred around a hero video that depicted a playful “party of the week,” where each day was personified. Fish Friday took centre stage as the standout character, reinforcing its importance and memorability.
The campaign extended across digital platforms, particularly social media, to maximise reach and engagement. The addition of a Lemon variant further supported the product offering and reinforced the campaign’s freshness and appeal.


FOUR KEY

Impressive Stats

+143% growth for the Fish Friday brand

2.9 million views on the campaign video

2x increase in sales

Market leader for the first time


The Results

The campaign ran from January to March 2024 and delivered strong commercial impact:

  • Turned a projected -5% category decline into +4% growth
  • Achieved +143% year-on-year growth for the Fish Friday product
  • Significantly boosted the coated frozen fish segment overall
  • Delivered record-breaking engagement on Sea Harvest’s social platform

Description of the Execution

The execution centred on a high-impact video campaign distributed across digital platforms, particularly Instagram, where it achieved record engagement. The creative featured costumed characters representing different days of the week, interacting in a lively, relatable setting.

Supporting elements included:

  • Social media rollout to drive awareness and sharing
  • Integration of the Lemon product variant within the campaign narrative
  • Consistent visual branding to reinforce Fish Friday as a recognisable “occasion”

The combination of strong storytelling, distinctive characters, and culturally relevant positioning ensured the campaign cut through the clutter and resonated with audiences.


RECENT CASE STUDIES

Real campaigns with real results.

Bull By The Horns +
Era Campaign Case Study +
Fish Friday +
NICK HAYES, DIRECTOR IN ABRAHAMS & GROSS

Working with CRT Create over the past four years has been an exceptional experience for all of us at Abrahams & Gross. They’ve played a key role in growing our social media presence, refining our brand strategy, and strengthening both our internal and external communications. Their dedication and creativity were especially evident in the successful development and launch of our 90-year campaign, which was executed with remarkable precision and impact.

NICK HAYES, DIRECTOR IN ABRAHAMS & GROSS

JARED PATEL

CRT have been working with Sea Harvest for the last 17 years and been the main creative agency for the brand for most of that time. They have helped develop the Sea Harvest brand into what it is today, a strong FMCG brand that punches way above its weight due to excellent and uncompromising creative strategy and execution. Their commitment to their craft and overall reliability have been standout features of an incredible relationship we have shared in this time. We are very happy and proud to call CRT our main agency partner

JARED PATEL

FELIX RATHEB, SEA HARVEST CEO

CRT Create has been producing consistently excellent work for our marketing department. This includes the majority of our branding needs below the line, as well as some excellent above the line work including our first television commercial since 2008 - and probably our best one to date. This partnership has allowed Sea Harvest to really develop a strong brand identity over the past few years, and in doing so maintain our position of market leader in the frozen category and become the 7th most iconic brand in South Africa according to the 2016/2017 Ask Afrika Icon Awards

FELIX RATHEB, SEA HARVEST CEO

JACK PAROW, SOUTH AFRICAN RAPPER

Since I started using CRT Create my social media has really gone to the next level. I used to run most of my social myself and it took so much time out of my day and created so much extra stress but now I work with a team of creatives that understand my vibe and my vision and who I can trust to create content that truthfully brings accross my ideas no matter how far out or crazy. Nothing but love for them and I highly recommend them on all levels. Without them I would have probably been dead...or at the VERY least addicted to some form of anxiety medication.

JACK PAROW, SOUTH AFRICAN RAPPER

BRADLEY RAWLINGS, LADISMITH CHEESE GM SALES & MARKETING

We at Ladismith Cheese Company have been working together with CRT Create for the past three years. We started off small together with some relatively simple design jobs and have in the years since, entrusted CRT with our entire product look and feel redesign process as well as the management of our social media and company's website. CRT has taken the time to understand our brand identity and has been consistent in carrying this brand identity throughout all the work they have done for us.

BRADLEY RAWLINGS, LADISMITH CHEESE GM SALES & MARKETING

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