get involved - homepage | fish is the dish · 2017-06-28 · or fish and chip shop, the ‘2 a...

GET INVOLVEDSEAFISH 2 A WEEK PROMOTIONAL TOOLKIT

www.2aweek.co.uk

HELP KEEPYOUR HEARTHEALTHY!

A DOUBLE DOSE OF OMEGA-3!

WEDNESDAY

FRIDAY

www.2aweek.co.uk #my2aweek

WHAT’S INSIDE?

PAGE 8 Marketing materials

PAGE 7 #my2aweek on

social media

PAGE 6 Get your customers

involved

PAGE 5 Share your story with local media

PAGE 4 2 a week –

Fish of the Day

PAGE 3 What’s it all about?


WHAT’S ITALL ABOUT?

Seafish has launched an exciting new campaign, ‘2 a week’, to inspire more people across the country to eat two fish dishes per week. From prawns to plaice, haddock to herring, we want people to choose fish as a dish!

This recommendation comes from UK health experts, who suggest that people should try to eat two portions of fish per week, one of which should be an oily fish such as mackerel or herring. Fish is so much more than just food. It benefits health, well-being, longevity and eating ‘2 a week’ is an easy and convenient way to nourish your body with essential nutrients.

Some of the benefits of eating two portions of fish per week:

• It lowers risk of heart attack, heart disease, cholesterol, stroke, depression, diabetes and Alzheimer’s.

• It increases levels of Omega-3 in your body which leads to healthy skin, hair, nails and improves sleep.

• It boosts your mood and maintains brain functioning.

Whether it’s promoting seafood in the home, at a café, restaurant or fish and chip shop, the ‘2 a week’ campaign will provide all sectors of the industry with the opportunity to get involved. Encouraging more people to eat fish is beneficial to the industry, local businesses, and individuals who eat the recommended amount, as they’ll feel the difference and see the change.

We’ve got a bank of useful marketing materials and fun promotional ideas to help you get involved and generate increased sales. In this toolkit, you’ll find detailed plans and different ways you can take part, including information on how to find all the marketing materials you need to make the most of the campaign – from social media posts and media release templates, to downloadable posters, we’ve got you covered.

WE’RE HIGHLIGHTING THE HEALTH BENEFITS OF EATING MORE FISH MORE OFTEN.

Want to know more? Please visit www.2aweek.co.uk or follow us on

Facebook, Twitter or Instagram.

www.facebook.com/fishisthedish

Twitter handle - @fishisthedish #my2aweek

Instagram - @fishisthedish / #my2aweek


2 A WEEKFISH OF THE DAY

Whether you’re looking to promote the campaign in a fishmonger, restaurant, or retail supermarket, our meal inspiration guide will help you encourage more people to buy delicious fish each week and have a bit of fun with it. Which fish will it be for dinner tonight?

Many of us struggle to know how to prepare and cook it properly, even if we want to eat two servings of fish a week. Here’s our delicious 7-day meal plan which contains at least two portions of fish a week, including at least one oily fish. Plus, it meets healthy eating guidelines for fat, saturates, sugars and salts and contains all the vitamins and minerals you need to stay healthy!

Note: Have 300ml of semi-skimmed milk each day to add to drinks like tea and coffee, and include plenty of fluids such as water each day.

This meal plan is part of a 28 day meal plan. For the monthly plan, please visit www.fishisthedish.co.uk/health/28-daymealplan

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY

Breakfast2 wholewheat biscuits with semi-skimmed milk and 2 handfuls of blueberries.

BreakfastBowl of porridge made with 4tbsp oats and 275ml semi-skimmed milk, topped with 3 chopped Brazil nuts and 1 sliced apple.

Breakfast2 handfuls of black-berries topped with a 170g pot fat-free Greek yoghurt and 4tbsp toasted oats.

Breakfast2 slices wholegrain toast with 2tsp low-fat spread and 2 scrambled eggs. Plus 1 orange.

Breakfast6tbsp branflakes with semi-skimmed milk, 1tbsp chopped pe-can nuts and 1 pear.

Breakfast2 slices wholegrain toast with 2tbsp peanut butter and 1 banana.

Breakfast1 toasted wholegrain bagel halved and topped with steamed spinach, 2 poached eggs and 3tbsp ready-made Hollan-daise sauce.

Lunch1 wholemeal wrap filled with 1 grilled skinless chicken breast, 1 tomato and rocket. Plus 1 orange and 3tbsp sunflower seeds.

LunchMulticoloured pasta salad made from 8tbsp cooked wholewheat pasta, ½ large can mixed beans (in water), 3tbsp sweetcorn, ½ green pepper, ½ ball reduced-fat mozzarel-la, cherry tomatoes, cucumber and 2tbsp fat-free dressing.

Lunch1 serving of Smoked Mackerel Pitta Pock-ets. Plus 1 banana.

Lunch 1 panini filled with ½ avocado, 1 tomato, ½ ball reduced-fat mozzarella and basil leaves, toasted. Plus 1 slice canteloupe melon and a 170g pot fat-free Greek yogurt.

Lunch 1 serving of Tuna and Pea Couscous. Plus a 125g pot fat-free fruit yogurt and a small bunch of grapes.

Lunch 1 grilled skinless chicken breast with 1 large jacket potato topped with 1tbsp reduced-fat crème fraiche mixed with spring onions and chives, and salad with 1tbsp fat-free dressing.

Lunch2 slices lean roast pork with 3 roast potatoes (roasted in sunflower oil), 2tbsp unsweetened apple sauce, steamed cab-bage, cauliflower and carrots and gravy.

Dinner1 serving of Sweet Chilli Prawn Pasta served with steamed baby sweetcorn and green beans. Plus a 125g pot fat-free fruit yogurt.

DinnerMinty lamb burger made from 100g lean lamb mince and ½ grated small red onion. Shape into a burger, grill until cooked and serve with 1 wholegrain roll, 1tbsp fat-free Greek yogurt mixed with 1tsp mint sauce and 1 small sliced courgette and 1 red pepper, brushed with 1tsp sunflower oil and roasted. Plus a 125g pot fat-free fruit yogurt.

DinnerVegetable and cash-ew nut stir fry made from 2tsp sunflower oil, garlic, ½ pack stir-fry veg, 1tsp re-duced-salt soy sauce and 3tbsp toasted cashew nuts. Serve with 8tbsp cooked brown rice. Plus 1 slice canteloupe melon.

Dinner 1 serving of Ginger Cod Parcels with 1 large block of cooked egg noodles and ½ pack stir-fry veg cooked in 2tsp sun-flower oil. Plus 1 bowl fruit salad.

Dinner Steak and chips made from 1 me-dium-sized grilled lean rump steak with wedges (made from 1 large unpeeled po-tato cut into wedges, brushed with oil and baked until cooked), 3tbsp peas, 1 grilled tomato and 1 small onion sliced into rings and fried in 1tsp sunflower oil.

Dinner1 serving of Thai Style Red Mullet served with steamed pak choi and baby sweetcorn. Plus 1 bowl fruit salad.

DinnerSardines and warmpotato salad madeby mixing a 95g canboneless sardines in olive oil (drained) with 6 boiled new potatoes in theirskins, cherry toma-toes, watercress and1tbsp green pesto.Plus 1 banana.

Snacks5tbsp hummus with 1 wholemeal pitta bread, and 1 carrot and ½ green pepper, cut into crudités.

Snacks2 slices wholegrain toast with 1tbsp peanut butter.

Snacks2 slices malt loaf with 2tsp low-fat spread.

Snacks3tbsp unsalted cashew nuts and 1 banana.

Snacks1 wholemeal pitta filled with ½ avocado, lettuce, cucumber and 1tsp pickle.

Snacks2 toasted crumpets with 2tsp each of low-fat spread and reduced-sugar jam.

Snacks4tbsp guacamole with 4 sesame coated breadsticks.


SHARE YOURSTORY WITH LOCAL MEDIA

Local media (newspapers, TV and radio) are always looking for great local stories. If you want to let them know about your activity for the campaign, one way of doing this is to send them a press release. You’ll be able to find the contact details of the journalists in your local paper by calling the newsdesk (details are usually found in the opening pages of the paper or on their website), or by sending an email.

We’ve written a handy press release template for you to use – just fill in the blanks and send it out there!

[Business name] gets [town / city] hooked on fish

[Business name] in [town / city] will be showing their support for Seafish’s ‘2 a week’ campaign by offering their customers [offer / discount / competition or other activity]

Seafish, the UK’s authority on seafood, has recently launched its ‘2 a week’ campaign, encouraging people across the country to eat two portions of fish per week. This recommendation comes from UK health experts, who suggest that people should try to eat two portions of fish per week, one of which should be an oily fish such as mackerel or sardines.

Eating two portions of fish per week brings many benefits to your health, as fish is packed with vitamins, minerals and other nutrients that keep our bodies in good working order. Increased consumption of fish helps heart health, lowers risk of diabetes and Alzheimer’s, maintains brain function, bringing positive changes to an individual’s well-being. There is a huge variety of fresh seafood available to buy in [town / city] on any given day.

Research carried out by Seafish highlights that 72% of people in the UK don’t know what the recommended number of portions of fish you should eat in a week is and 70% are not eating enough. Through the ‘2 a week’ campaign, [business name] will be helping to encourage more people to eat the recommended amount.

[Name], [role in company] at [business name], said: “Eating two portions of fish per week is easy. There’s so many types of fish out there and so many delicious recipes to choose from, that there’s no reason why [town / city] can’t embrace Seafish’s ‘2 a week’ campaign. We hope that our activity gets people thinking more creatively about fish and how to prepare and cook it, getting more people to eat more fish more often.”

Mel Groundsell, Corporate Relations Director at Seafish, said: “Our YouGov research highlights that people are not eating enough fish and as a result, are missing out on the fantastic health benefits it offers. Sometimes it’s the worry of not being able to prepare fish, or concerns regarding cost, but your local retailer or fishmonger will happily show you how easy it is to prepare your fish and just how affordable it can be. It’s with the efforts of local businesses like [business name], that we can bring ‘2 a week’ to life for communities in [town / city].”

[Business name] will be… [activity details, whether this be a competition, offer or discount for example]

For more information on Seafish’s ‘2 a week’ campaign, please visit: www.2aweek.co.uk

YOU CAN ALSO USE

THIS COPY FOR

YOUR WEBSITE OR

IN NEWSLETTERS,

E-ZINES OR

BULLETINS.


GET YOURCUSTOMERSINVOLVED

HERE ARE SOME MORE FUN WAYS OF MAKING A DIFFERENCE IN STORE.

1 DISCOUNT OFFERS Tempt your customers into buying more fish by offering exclusive discounts during the campaign. How you do this is entirely up to you but a good example could be a “buy one get one half price” offer on all fish in the ‘2 a week’ monthly plan, to ensure customers are getting their two portions of fish in their diet for the week.

2 RECIPE COMPETITIONChallenge your customers to come up with the most creative way to cook their fish. Ask them to take photos of their dish and share on social media in exchange for a discount on their next visit.

3 GUESS THE SPECIESGet customers to guess the name of the fish to educate them on the wide variety of fish that’s out there, including those they might not have come across before. You could offer a 10% discount for those who guess correctly.

4 SCHOOL VISITSFishmongers or restaurants could invite local schools into their premises to take part in food lessons, whereby pupils are shown how to prep fish and learn some simple recipes that they can later take home and share with their families.

5 HELPFUL HINTS / VIDEOSShare top tips and recipe videos on your social media channels to encourage customers to get creative with their fish. Don’t forget to include the hashtag #my2aweek to any posts on social media so that they are easier to find.

6 HOLD MASTERCLASSESTeach your customers how to debone and skin their fish and the best ways to cook it. Masterclasses are a great way to engage your customers and highlight to them how interesting seafood can be. It also gives you a chance to show your skills.

7 CAPTURE YOUR EVENTSDon’t forget to share what’s going on. Take pictures of customers involved in your activities and share on your social media channels to show your full community what’s been going on.


#my2aweekON SOCIALMEDIA

You can see what other businesses are doing over on our social media channels:

• Facebook address - www.facebook.com/fishisthedish• Twitter handle - @fishisthedish, use hashtag #my2aweek• Instagram - @fishisthedish, use hashtag #my2aweek

Getting involved is easier than you think. Here are our ten top tips for getting the most out of your social media:

1. Get socialIf you haven’t already embraced the social media world, set up a company account on Facebook, Twitter and Instagram. It could be a mini-project for somebody in your business and something that lasts beyond the ‘2 a week’ campaign.

2. Shout about itPost information, deals, promotions and images from your business in addition to sharing some great campaign messaging!

3. Keep activeMake sure that you regularly post on your channels to keep your followers engaged. Three times a week on each channel should be enough.

4. Share quality contentBe selective with what you share on social media. If you don’t find it interesting, others won’t either.

5. Be visualPhotos and videos are extremely popular on social media, and you don’t need to be a professional to do it well. Posting pictures of any promotions or deals is a great way to attract attention.

6. Quality controlMake sure images are of a good quality and fit well with the words in the post.

7. Paid contentYou can spend a small amount of money on Facebook and Twitter to help boost your posts in your local communities. It’s simple to set up, but if you’d like some help, contact the ‘2 a week’ team by email at <insert email address>

8. Get customers involvedEncourage your customers to share your posts and their own around the campaign whether it’s a new fishy find or a picture of a dish they just cooked up.

9. Think hashtagInclude the words #my2aweek in each of your posts so that people can easily find them.

10. Competition timeGive something back to your followers with a competition on social media, whether this be, win a meal for two in your restaurant or a hamper of fish to get them through the ‘2 a week’ campaign.

SOCIAL MEDIA IS A POWERFUL WAY OF SPREADING THE MESSAGE ABOUT ‘2 A WEEK’ AND YOUR BUSINESS

We’re hooked on the new ‘2 a week’ campaign. Head on into our shop for some fish-spiration. <insert image>

Oh my cod! We’re celebrating ‘2 a week’ campaign with a “buy one get one half price” offer.

Fish of the day is Tuna. Share your delicious creations with us using #my2aweek to be in with a chance of winning two portions of fish each week for six weeks #fishdishes #fishinspiration #homecooking #competition #fishisthedish

Just one of the delicious fish dishes that we’ll be serving up this week to our diners in celebration of the ‘2 a week’ campaign. #foodinspo #restaurant #my2aweek #eatout #fishisthedish

Our recipe of the day: Thai Scallops. Mmm.. doesn’t it look Thai-dy?! #my2aweek @fishisthedish

Fun fact: eating 2 portions of fish per week will help you on the way to a healthy heart #my2aweek

BELOW ARE A FEW EXAMPLES OF SOCIAL CONTENT THAT YOU COULD USE. IT WOULD BE GREAT IF YOU COULD INCLUDE A LINK TO WWW.2AWEEK.CO.UK


MARKETINGMATERIALS

You can use our logo on any of your own marketing materials. We recommend that you reference the following guidelines:

YOU CAN DOWNLOAD

MARKETING MATERIALS

AND IMAGES FROM A BANK

ON OUR WEBSITE.

PLEASE VISIT:

HTTP://IMAGES.SEAFISH.ORG

LOGO COLOUR

MATERIALS

You can use our logo on any of your own marketing materials. We recommend that you leave enough clear space around it.

For brand consistency please do not alter the logo.

SEA FOAM GREENCMYK 50/0/40/0RGB 141/202/174

OCEAN BLUECMYK 50/15/0/0RGB 140/191/232

STORMY BLUECMYK 70/50/40/30

RGB 78/94/107

The ‘2 a week’ colour palette is fresh, vibrant and evokes the depth of a vast ocean of seafood posibilities.

#my2aweek

HELP KEEP

YOUR HEART

HEALTHY!

A DOUBLE

DOSE OF

OMEGA-3!

WEDNESDA

Y

FRIDAY

www.2aweek.co.uk

The officially designed posters and blank leaflets are a perfect tool for you to highlight what you’re going to do throughout the week’s celebrations.

A TWICE WEEKLY DOSE OF

OMEGA-3!

HELP KEEP YOUR HEARTHEALTHY!

MY MEAL PLAN

#my2aweek

www.2aweek.co.uk

#my2aweek

A TWICE WEEKLY DOSE OF OMEGA-3!

MY MEAL PLANM

TW

TF

SS

HELP KEEP YOUR HEARTHEALTHY!

www.2aweek.co.uk Your message here

Use our one colour logo where print options are limited.

get involved - homepage | fish is the dish · 2017-06-28 · or fish and chip shop, the ‘2 a...

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