Seachill: From tiddler to titan - the story of the Saucy Fish

Packaging

Branded Food

Elmwood

EXECUTIVE SUMMARY

THE SAUCY FISH CO.™

Imagine you're an own-brand supplier of chilled fish. One day, your key client, Tesco, challenges you to create a winning product strategy to boost sales across their entire underperforming chilled fish category.

Would you have predicted that a £22,750 design investment could, in one year, become £10million of projected sales? With next to no marketing support or promotional activity? That's what happened when chilled fish supplier, Seachill, asked Elmwood to create a brand and packaging for The Saucy Fish Company – a new, premium range of chilled fish and sauces.

In first 13 weeks there were only 2 weeks on POS promotion. There has been no ATL promotion at all since launch.