Promoting local seafood as a nutritious and cost effective option for low income Northern Irish families
We helped increase the sales of seafood in Northern Ireland by directly engaging with and inspiring thousands of families.
Drawing connections between seafood and stories and fishing and feelings was the strategic approach we took. We brought this to life through the creation of nine ‘Seafood Trails’ in harbour towns across Northern Ireland’s coast. The Trails highlighted local fishing ports, fishmongers and places to eat as well as nature walks and places of cultural interest.
The project was targeted at lower-income families and was supported with educational outreach to schoolchildren across Northern Ireland, teaching children about local, healthy and sustainably-caught local seafood and promoting the Trails themselves.
Media relations and social media further amplified the Trails and in doing so, increased awareness and education about the accessibility and benefits of supporting local.