Pitch a creative concept to Sainsbury’s and Waitrose for a range of fish encouraging twitter users to eat within season; produce a realisation of the product.
Project overview: Through the rise of social media in the past five years, new terminology has evolved. Targeting twitter users, the outcome outlines an awareness campaign to promote eating a range of seasonal fish. To be sold in Sainsbury’s and Waitrose as the environmentally friendly alternative.
Seasonality chart: The infographic shows when each fish is in season to produce a range of trending fish, one for each month. Colours reflect the relevant season and appeal to the target audience, predominantly female, without alienating males.
Why seasonality: Of all the world’s natural resources, fish are being depleted the fastest; with three-quarters of commercially caught species over-exploited or exploited to their maximum. One of the ways to reduce the impact of fishing is to eat seasonal fish. Avoiding eating immature or baby fish and fish during their breeding or spawning times will help maintain stock levels. As well as being very beneficial to the environment, buying fish within seasonality helps the local economy and local fishermen. It also reduces production costs, which in turn means a lower price for the consumer.
The range consists of twelve different types of fish, all coming into season at different times of the year. Fish will only be sold within their seasonality to encourage the consumer to eat sustainably and try fish they may not have otherwise eaten.
Point of sale:
Hear it: With the campaign being dependent on the social media site twitter, it is brought to the ‘twittersphere’s’ attention through celebrity endorsements, re-tweets and mentions.
Buy it: The campaign is reinforced through printed media such as posters within Sainsbury’s and Waitrose. This will draw infrequent twitter users to the cause.
Try it: Through the individual twitter pages for each fish, users are encouraged to look up recipes on twitter whilst cooking, utilising multiplatform devices.
Tweet it: Each twitter page behaves as a platform to encourage consumers to share recipes and ideas about the product. Eventually becoming an ever changing cookbook acting as inspiration for meals, attracting new customers to the idea of eating seasonal fish.