Seafish launches Love Seafood consumer initiative

Seafish, the public body that supports the UK seafood industry, has launched its new Love Seafood consumer brand platform, driven by its 20-year history in reversing the decline in consumption of seafood in the UK.

The new initiative is driven by its 20-year history spent aiming to reverse the decline in consumption of seafood in the UK. The consumer platform aims to positively influence attitudes towards and inspire consumers to incorporate more fish and shellfish into their diets.

Love Seafood has launched with a new identity, website and social media presence and replaces Fish is the Dish, the previous Seafish consumer brand.

The launch campaign will feature CJ Jackson, a chef, cooking writer and seafood expert. This will be followed by a week-long programme of online events involving celebrities, chefs, social media influencers and seafood businesses from 12 October.

Greg Smith, head of marketing at Seafish, said: “We’re incredibly excited to launch our new Love Seafood brand and see our extensive planning come to fruition.

“Our previous Fish is the Dish brand was successful and popular, but as attitudes towards food and consumer behaviour change, it was time for us to take stock.

“We’ve relished the opportunity to re-evaluate where seafood is positioned in the minds of consumers, and in securing its long-term future relationship with the nation.”