The Saucy Fish Co entered the market in 2009 with an exciting new proposition to the chilled fish category – ready to cook fish fillets with an accompanying sauce – with a secured listing in Tesco.

Using an integrated approach combining traditional media relations with social media, the team brought their ‘little black book’ of foodie contacts up to speed with a media-tasting event. Delivery of national coverage in Woman’s Own, Daily Star, Best and Chat set the ball rolling, but a piece in the Daily Mail’s Weekend supplement can be directly attributed to a sales uplift of 42%.

Bringing the personality to life online

In a well planned, channel specific social media strategy, Amaze defined the brand’s online social media persona, produced social media guidelines and built an engagement plan with triage process in case of any reputation management issues.

A Saucy Fish blog engaged the target audience by providing mealtime inspiration, offering advice on perfectly paired accompaniments. The Facebook page added personality to the brand providing a talking space for the growing online community of brand loyalists. In February alone the brand received 6,654 page views and 53,777 impressions.

In the 12 months since it launched, The Saucy Fish Co. is close to hitting its projected sales of £10million.