Superficial vs. Superfishoil.

UK seafood industry body Seafish had plans to undertake a multichannel campaign to inform consumers of omega-3 and it’s health benefits, in order to increase national consumption of seafood. To sell the idea of fish being a healthy and easy option, the story of “Superfishoil vs. Superficial” promoted simple swaps rather than extreme diet changes.

This simple message rolled out across print, digital, and in-store experiences was able to reach over 120 million consumers and raised awareness of omega-3 health benefits by 12%. The campaign also contributed to a 290% growth in unique website visitors, a 161% increase in social media following, and an EAV of £298,305. 

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