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Pescafresh goes the OOH way to promote its new concept in Mumbai

19, July, 2022

Aarti Pahwa, New Delhi

Pescafresh wanted to reach out to target audience to promote its ‘catch’ to ‘kitchen’ concept by conducting an Out-of-Home campaign across Mumbai.

Introduction

Many customers believe that finding fresh, high-quality seafood online is full of obstacles, trepidation and misrepresentation. India's first D2C Seafood and Meat brand Pescafresh promotes the 'catch' to 'kitchen' concept, showcasing fresh stock from shore to door. Customers can buy seafood on a first come, first serve basis in real time. Consumers will have the option to embark on a journey from fishing vessels to fresh farms, get to look at the processing centres, explore live cooking marathons, expert panel talks and influencer engagements among other activities. To promote its new concept, Pescafresh has launched a highly visible OOH media campaign in Mumbai. The campaign has been ideated and planned by the in-house team, in which 30 BEST buses are plying across the city displaying features of Pescalive.

Campaign Details

The brand has designed the campaign with a catchy message on Pescalive - world's first online seafood and meat market, encouraging the consumer to log in to the app every day! Pescalive is now live every morning from Monday to Saturday at 9.30 am onwards. The platform has already started influencers editions, live cooking sessions with renowned chefs, interactions with food bloggers and more. On Pescalive, customers will also get to see the right tips for buying seafood, hacks to cook and other information on Pescafresh products.

The objective of the campaign is to drive product visibility and communicate brand messaging to the customers. Leveraging on the creative elements with a new twist, the campaign will be running for the entire month of July. It will help the brand not only reach out to the new audience, but will also strengthen the brand presence.

Key Quote

"BEST buses have been an integral part of Mumbai's identity. What makes BEST bus advertising especially effective and powerful is that you can't ignore it. The new campaign has allowed us the flexibility to be creative with our messages, 'what you see is, what you get, with Pescalive.' It has given us a larger canvas to drive our message more effectively to our target audience on the roads," said Sangram Sawant, Founder, Pescafresh.

Tags :  OOH Percafresh Catch to kitchen Sangram Sawant

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