Seafish, the UK public body championing a thriving seafood industry, had a bold ambition: to shift consumer perceptions and increase seafood consumption nationwide. LUX’s strategic approach combined deep audience insight with precise targeting. Using YouGov’s ‘State of the Nation’ report, we segmented audiences into six distinct pen portraits and mapped their seafood consumption journey, ensuring the right message reached the right people at the right time. This insight-led strategy came to life through ‘Love Seafood’ – a bold, vibrant multi-channel campaign designed to influence minds, hearts and habits.

From brand identity and OOH advertising to recipe content and sponsorship collateral, we delivered an integrated approach across all touchpoints. Acting as brand guardian across agencies and stakeholders, we achieved 34 million reach, 250k organic recipe visits, and 7% brand awareness uplift.