Stimulating support for a local fishing community following the closure of Plymouth’s historic fish market
In partnership with the Plymouth Fishing & Seafood Association, we created the Seafood Plymouth brand and Choose Local, Go Wild campaign.
Under this banner, we built a grassroots campaign designed to boost local business and facilitate access to locally landed catch among some of the most deprived local communities.
A partnership with the Food Systems Equality Project, FoodSEqual led to the reinvention of a national favourite in the form of the Plymouth Fish Finger. Made from sustainable local species, dogfish and pouting, the fish finger served as a vehicle to communicate with local schools and communities that 90% of fish landed in Plymouth is eaten elsewhere. A prototype of the product is currently undergoing development with a view to seeing it on menus locally in the near future.
We also engaged the local community via a Discovery Tour held during British Food Fortnight. Fifteen local restaurants participated, using marketing materials and social media to shine a light on local fish dishes featuring on their menus.