COOL Brand Saucy Fish Co is showing its credentials this weekend, with a Doctor Who makeover.
Using social media channels, the team based on Great Grimsby Business Park, are playing on the 50th anniversary of the BBC's cult show, sending out Doctor-inspired tweets while – in a nod to the Google Doodle, tweaking the branding.
It is all geared around the ultimate pay-off – Saucy dishes enjoyed before, during or after the screening – while underlining the brand's reputation for fun, relevance and entertainment.
Simon Smith, sales and marketing director for Icelandic Group, said: "This is a Cool Brand in action. We are all about pace and personality and being in the mood of the day.
"Everyone is talking about this so our ideal is people getting tucked up in front of the television with a Saucy Fish dinner. Hopefully it is another reason for Grimsby to be proud."
To ensure it is part of the groundswell of conversation, Saucy will also use the official BBC hashtag #savetheday as well as the self-generated #SaucyDoctor to maximise Twitter publicity.
It launched yesterday, tweeting: "With one day until the Doctor Who 50th anniversary, we've regenerated our logo. The #SaucyDoctor Co is now on call #savetheday"
Further messages included:
"The #SaucyDoctor is getting experimental with his fish and sauce combinations. Cod with custard anyone? #savetheday"
"Any hungry #DoctorWho fans out there? How does king prawns in a roasted Dalek sauce served with an army of Sontaran new potatoes sound? #savetheday
"We're struggling to find a saucy companion for the Saturnynians. The #SaucyDoctor's hardest mission yet. #savetheday"
As previously reported, Grimsby-educated Hollywood star John Hurt appears in the programme, on BBC1 at 7.50pm. In an interview with the Daily Mail this week he revealed that the role was one of the toughest challenges of his career.
The actor, who will play an earlier reincarnation of the Time Lord, said he had given his life over to the part so he could get to grips with the script's "quasi-scientific nonsense".
The 73-year-old said: "It was one of the toughest parts I have had to learn, as difficult as anything I have done. There is a lot of quasi-scientific nonsense which doesn't stay in your head that easily and that meant entire weekends spent on solid learning."
Like Hurt, Saucy is no stranger to television, as a prolific mainstream advertiser with regular campaigns featuring the quirky animation that has become its trademark.
Grimsby as a whole processes nearly 80 per cent of the fish that has the ultimate destination of the British consumer, and Saucy has taken a healthy market portion since it was launched in a blaze of European glory in 2010. It came out of the blocks with the prestigious Prix d'Elite seafood award from the major seafood event in Brussels.
This summer Saucy became the first ever seafood brand to achieve Cool Brand status.
