Donegal Catch, part of the Green Isle group has launched a new campaign to promote its range of frozen fish products.
The campaign was created by The Public House and represents the first major communications investment in the brand in three years, with nationwide radio and in-store activity, alongside a heavyweight TV burst.
The campaign supports the newly developed brand positioning of ‘We’re Fish People’, an authority message that re-establishes Donegal Catch as the people who know fish better than anyone else.
“Creatively, we started playing with the question ‘How is it that we know so much about fish?’ and really pushed the boat out,” said Jarrod Banadyga, Public House Creative Director. “Through a central character of a proud CEO, we start to hint at the possibility that ‘We’re Fish People’ is part tagline, part competitive advantage.”
This brand idea will support a number of new innovations that the Donegal Catch team will unveil during 2019, including a Craft Beer & Cider Battered range. The campaign launch coincides with National Fish Week which takes places from 4th – 10th March with a range of offers in-store.
Keelin Walsh, Marketing Manager, Donegal Catch, at Green Isle Brands, said: “Our research demonstrated that Irish families want to eat more fish, and we wanted to showcase how Donegal Catch represents a proper, tasty meal for all the family, in our signature irreverent style”.
Anna Ryan, Strategy Director of The Public House adds: “Donegal Catch is an enduring brand in Ireland that has so much to offer to families when it comes to eating proper fish. It has the largest range of fish and different ideas for family dinners, so it can rightly and confidently own the territory as the masters of everyday fish in Ireland.”
Credits:
Agency: The Public House
Brand: Donegal Catch
Marketing Manager: Keelin Walsh
Marketing Director: Helen Kenny
Creative Director: Jarrod Banadyga
Copywriter: Luke O’Reilly
Art Directors: Paddy Thunder, Peter Snodden
Designer: Eimear O’Sullivan
Account Lead: Grainne Kehoe
Strategy: Anna Ryan
Agency Producer: Steve Battle
Production Company: Sweet Media
Post: Screen Scene
Director: Nick Jones
Producer: Emma O’Beirne
Dop: JJ Rolfe
Production Designer: Eleanor Harpur
Food Stylist: Johan Van Der Merwe
Stylist: Helen Cody
Offline Editor: Juniper Calder
Grading : Donal O’Kane
Compositing : Gavin Casey
Graphics : Hubert Montag/Rob Murray
Sound : Will Farrell
Post-Producer : Peter Greene
