Green Isle has launched new brand positioning for Donegal Catch frozen fish. The campaign represents investment in a TV burst, nationwide radio and in-store activity. The campaign supports the newly developed brand positioning of ‘We’re fish people’, a message that aims to re-establish Donegal Catch as the people who know fish better than anyone else.
Created by The Public House, the campaign’s insight is that Donegal Catch’s level of fish knowledge is unsurpassed, suggesting that perhaps they have an unfair advantage. A CEO character delivers a proud and impassioned message about their fish range, but accidentally drops a few hints that “We’re fish people” could be more than just a tagline.
The idea supports a number of innovations that the Donegal Catch team will unveil across 2019, including a craft beer and cider battered range. The campaign launch coincides with National Fish Week, running from March 4-10, with various in-store offers. The Public House worked to Green Isle’s Donegal Catch duo Keelin Walsh and Helen Kenny.
To watch the ad, click on https://www.youtube.com/watch?v=RcCUglmoc1k&feature=youtu.be