Frozen retailer The Food Warehouse goes Saucy

By Grimsby Telegraph | Posted: 7 Nov 2018

Grimsby’s The Saucy Fish Co has secured a major listing for its frozen range with The Food Warehouse by Iceland.

Seachill’s award-winning brand has been taken on by the new concept stores that now number more than 80 nationwide.  

It follows a successful trial with the company’s Wolverhampton outlet in March, supported by an “effective and highly targeted” marketing campaign, involving display, social media and PR activity.

The South Humberside Industrial Estate team now plans to replicate this success, with a three-month multichannel marketing campaign to support the launch, made up of geo-targeted social, display, and pre-roll video activity, as well as PR.

The Food Warehouse, launched in 2016 with outlets in Grimsby and Hull, will stock Salmon with a Chilli, Lime & Ginger Dressing and Smoked Haddock with Vintage Cheddar & Chive Sauce, along with two saucy-centred fishcakes. 

Amanda Webb, sales and marketing director at The Saucy Fish Co, said: “Everyone at Saucy is very excited about this new listing in The Food Warehouse by Iceland.  

“Iceland’s customers love the ease and convenience of frozen food, so we feel confident they’ll love our flavoursome range of inspirational fish dishes, which go from freezer to fork in less than 30 minutes.”

Since launching into frozen in January last year, initially exclusively with Sainsbury’s, The Saucy Fish Co’s supporting campaign – which spanned PR, digital and social – has generated in excess of 105 million impressions, using innovative marketing formats such as VDX (video-driven experiences) display units and creating inspirational video content with Jamie Oliver’s Food Tube and Made in Chelsea star, Oliver Proudlock.

It comes as the wider company enjoys strong growth, with own-label work for Tesco and Waitrose creating hundreds more jobs in the town. Expansion of the Estate Road Two site is completing and further plans have been passed to double the footprint of the original Great Grimsby Business Park site.  

Like-for-like sales were up nearly 21 per cent in 2017 on 2016, with turnover at £261.3 million, in the first results published since it was bought by Hilton Food Group. 

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