The Saucy Fish Company
Tesco’s chilled fish category was under-performing – so the supermarket giant tasked us with making it the destination for fish. And to get shoppers to pop it on their lists by name, not just product.
We discovered people weren’t eating enough fish because they didn’t feel comfortable cooking or serving it. That told us we needed a ‘tell it like it is’ name to inject the category with personality and attitude.
‘Saucy Fish’ became our Ronseal name. Then, by combining vibrant design with clear signposting, our simple graphic immediately said ‘fish with sauce’. That avoided having to show customers how it’s served – one of the biggest consumer challenges. ‘Fish minus the fuss’ – easy peasy.