A £1 MILLION advertising campaign will see one of Grimsby's biggest selling products back on our screens again in the new year.
The Saucy Fish Co, on the way to becoming a £40 million brand, has confirmed a second national television run, which begins on Wednesday, January 2.
Once again using animation, the "Saucy story" evolves further, with the plot taking its cues from life's perfect partnerships, translating them into the Saucy Fish world of home-cooked dining.
The commercial will air across mainstream national channels including ITV1, ITV2, Channel Five and Sky1 during prime advertising slots for the month, combining a 30-second version with a 10-second version.
Then from February 1, a seven-month sponsorship of niche channel Good Food is launched, with a 10-second sponsorship credit featuring real life inspiration rather than animation.
Simon Smith, head of brand at The Saucy Fish Co, said: "The new animated TV commercial, alongside proactive PR activity through traditional and social media channels, makes for a hugely exciting integrated campaign for 2013 and demonstrates the commitment we have to the chilled fish category and inspiring consumers to cook more with fish at home."
It was worked up as Fisheries Minister Richard Benyon praised the efforts of Grimsby's seafood sector in getting British people eating more seafood, when he toured brand creator Seachill's expansive facilities in October.
He declared the town a "real centre of excellence", as he watched the sauce sachets and salmon fillets packed and dispatched on Great Grimsby Business Park, stating how it was businesses with the consumer insight and ability to innovate that could spell out the health benefits of a fish diet far better than politicians.
More than 550 staff are employed by Seachill a division of Icelandic UK Ltd, which also owns Coldwater Seafood.
A six-month brand placement within the BBC Good Food magazine publication completes the high-profile strategy, that on a local level includes roadside signage along the A180 approach to the town centre.
Mr Smith said the advert will showcase pairings such as salmon fillet with a lime jalapeno glaze, and inspire people to create their own exciting combinations with help from the brand's consumer-focused website The Saucy Fish Dock.
For a preview, visit http://goo.gl/20zkG
