Their promotions are written on wet paper. Their logos are not a show of design. And their nets are purse seine, trawl or trammel nets. Spanish fish producers are not experts in marketing or branding, but they are experts in branding. In the brand of authentic, sustainable and essential products.
Seeks to bring the benefits of fish and seafood closer to consumers
That is the message that Pesca España, the national Association of Producer Organizations (AOP), conveys in the digital communication campaign “The brand that matters”, developed together with the SAMY agency. It seeks to bring the benefits of fish and seafood closer to consumers, betting on a strategic approach that highlights authenticity over the aspirational trend of the gastronomic industry.
It does so with a series of audiovisual pieces that, with a close and humorous tone, seek to build an emotional relationship with consumers and an identity for the products. The campaign highlights the value proposition of fishing producers, based on flavor, quality, culture and well-being. It focuses especially on the products and elevates them as a brand in itself that does not require artifice to demonstrate its value. The thinking behind the campaign is that brands are not in a logo, but in what they contribute every day.
The campaign, which is already running on the social profiles of Pesca España, claims the contribution of fish and seafood to a healthy diet, while promoting its consumption among Spanish households and positioning the products as essential elements of our culture, history and health.
In addition, it also claims fishing as a profession that unites flavor, community and tradition, and exalts fishermen and fishmongers as authentic prescribers of the sea. They assure that they are authentic influencers for this type of products, since they are the ones who know and care for the environment and the ones who bring the product closer to consumers, connecting with them.
“We want to show that fish and seafood are much more than just food:
They are a source of well-being, health and happiness, and also essential for our economy and tradition.“, commented Antonio Nieto, Manager of Fishing Spain, in a statement. “It is important to remember this relevance every day, because their value goes beyond what we see on the plate: it is in how they nourish, unite and accompany Spanish families in their daily lives.”.
The campaign is launched at a time of transformation in eating habits, with a drop in fish consumption, especially notable among the younger generations. From Pesca España they point out that those under 25 show little practice of buying fish and the predilection for meat or fast food predominates, resulting in a disengagement with respect to seafood.
In this regard, the association defends the nutritional benefits of fish as a source of essential nutrients, such as omega-3 fatty acids, B vitamins or minerals. “Incorporating seafood into our diet is one of the best decisions to take care of both physical health and emotional well-being. Eating fish and seafood is synonymous with health, but also with happiness,” he points out.
Antonio Nieto.
