Develop a consumer campaign to positively influence consumer perceptions around seafood, encouraging them to eat more seafood, more often.
Modern life is dynamic and complex, with a host of socioeconomic factors resulting in ever-evolving consumer mindsets. Utilising consumer and market research, three relevant lifestyle pillars – ‘balanced living’, ‘choice’, and ‘convenience’ – were identified as the core facets of the campaign.
Based on the identified consumer needs, a bold campaign and supporting toolkit was developed encouraging the nation to Love Seafood! Vibrant and engaging, the campaign showcased seafood as a great, tasty and accessible choice, for both in-home or out-of-home consumption.
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