The Saucy Fish Co. unveils £1 million integrated marketing campaign
The Saucy Fish Co. has invested £1 million in the launch of a new integrated marketing campaign.
The campaign will include above the line national TV advertising, on-air sponsorship of a strange on the Good Food TV channel, a six-month brand placement deal within BBC Good Food magazine, and supporting digital display advertising.
Amaze has continued its partnership with the Seachill-owned brand for the campaigns digital activity, which includes search and display advertising and is integrated with the TV advertisements to direct traffic to online food destination, The Dock.
The Neighbourhood has worked on the TV advertising, with TV media planning and buying handled by MEC. The animated commercial will debut during the first week of January and takes its cues from life’s perfect partnerships and translates the pairings to the Saucy Fish world of home-cooked dining.
A 30” and 10” version of the ad is set to air across mainstream national channels including ITV1, ITV2, Channel 5 and Sky1 for one month.
The sponsorship deal will Good Food TV channel is set to commence from 1 February 2013, with a 10” sponsorship credit that differs from the main TV advertisement by using real life inspiration as opposed to animation. The Saucy Fish Co. brand will also be present the monthly ‘Everyday Easy’ cooking feature within BBC Good Food magazine from April.
Head of brand at The Saucy Fish Co., Simon Smith, commented: “We know TV works, and so pairing 2013’s TV campaign with on-air food channel sponsorship and complementary print sponsorship within niche foodie destinations gives the brand not only mainstream appeal but will engage and inspire keen cooks.”
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