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
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.
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.