SAFCOL and The Brand Shop – canning the traditional approach to the seafood category

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Screen shot 2010-04-09 at 11.23.06 AM.pngSAFCOL, in conjunction with The Brand Shop, has unveiled a truly integrated campaign for the launch of SAFCOL’s new single cooked Premium Yellowfin Tuna and Atlantic Salmon range.

SAFCOL’s new Premium Range is a unique product for the category, utilising ground breaking single cooked technology, which produces a far superior tasting and more succulent end product. This formed the crux of the “Restaurant Quality” creative campaign. Supporting this creative inspiration is the partnership with Teresa Cutter, The Healthy Chef, who has developed a range of inspiring, healthy and delicious recipes.

Screen shot 2010-04-09 at 11.34.15 AM.pngThe campaign, developed by Sydney agency, The Brand Shop breaks the traditional approach to FMCG and places Digital at the core of the strategy, supported by press, outdoor, sampling and in-store promotion.  

Mark Swindon, Sales and Marketing Director for SAFCOL commented “The way in which consumers interact, engage and assimilate information has fundamentally changed and the traditional approach to FMCG marketing is no longer; we need to go where our consumers are, and that’s not necessarily the supermarket.”

At the centre of the campaign is the new SAFCOL website which has a consumer centric approach offering videos, recipe sharing and the opportunity to sign up to “6 Weeks of Lunch time Inspirations” to receive recipes to your inbox by Teresa Cutter.

Peter Bray, the General Manger and Digital Director at The Brand Shop commented, “this was a fantastic opportunity for The Brand Shop to work for an innovative brand and implement a truly integrated digital campaign that reflects the high calibre of SAFCOL and their products. It was also a great opportunity to bring high production values into online video, something that is often overlooked by the rest of the category”.