What won us brand of the year.
Sea Harvest has successfully launched a bold new sub-brand, turning “Fish Friday” into more than just a product, but a cultural moment. In a crowded frozen fish category, the challenge was to create something that could stand independently, resonate with consumers, and drive real growth. The ambition was clear: elevate Fish Friday beyond the master brand and establish it as a top-selling variant, while also boosting the entire coated frozen fish category.
Instead of leaning on traditional product messaging, the campaign took a culturally driven approach. By “owning” a day of the week, Fish Friday was positioned alongside familiar global habits like Meat-Free Monday and Taco Tuesday. The creative execution brought this idea to life through playful storytelling, turning each day of the week into a character in a shared social setting with Fish Friday emerging as the star. This gave the sub-brand a distinct personality, making it feel instantly recognisable, relevant, and shareable.
At the heart of the campaign was a high-impact hero video showcasing a lively “party of the week,” supported by a strong digital rollout across social media platforms. The addition of a Lemon variant added freshness to the product offering, while consistent visual branding reinforced Fish Friday as its own occasion. The results were hard to ignore: a +143% growth in the Fish Friday brand, 2.9 million video views, a doubling of sales, and , for the first time, achieving market leader status.
Running from January to March 2024, the campaign didn’t just meet expectations, it flipped them. A projected -5% category decline turned into +4% growth, while the broader coated frozen fish segment saw a significant uplift. Combined with record-breaking social engagement, Fish Friday proved that with the right mix of strategy, creativity, and cultural insight, a simple idea can transform into a powerful commercial success story.
