The Public House creates new positioning for Donegal Catch

The Public House launch new Donegal Catch brand positioning, hinting at the reason behind their depth of fish knowledge. This week sees The Public House launch a new brand positioning for Donegal Catch, Ireland’s number one frozen fish brand. The communications campaign represents the first major communications investment in the brand in 3 years, with nationwide radio and in-store activity, alongside a heavyweight TV burst. The campaign supports the newly developed brand positioning of ‘We’re Fish People’, an authority message that re-establishes Donegal Catch as the people who know fish better than anyone else. “Creatively, we started playing with the question ‘How is it that we know so much about fish?’ and really pushed the boat out,” said Jarrod Banadyga, Public House Creative Director. “Through a central character of a proud CEO, we start to hint at the possibility that ‘We’re Fish People’ is part tagline, part competitive advantage.” This brand idea will support a number of exciting new innovations that the Donegal Catch team will unveil across 2019, including a Craft Beer & Cider Battered range. The campaign launch coincides with National Fish Week which takes places from 4th - 10th March with a range of offers in-store. Keelin Walsh, Marketing Manager, Donegal Catch, at Green Isle Brands, said, “Our research demonstrated that Irish families want to eat more fish, and we wanted to showcase how Donegal Catch represents a proper, tasty meal for all the family, in our signature irreverent style”. Anna Ryan, Strategy Director of The Public House said “Donegal Catch is an enduring brand in Ireland that has so much to offer to families when it comes to eating proper fish. They have the largest range of fish and different ideas for family dinners, so they can rightly and confidently own the territory as the masters of everyday fish in Ireland. The Public House were appointed as Donegal Catch’s strategic and creative partner in 2018 without a competitive pitch. The agency is known for its philosophy that ‘Boring Doesn’t Sell’, believing that in the new era of marketing the most dangerous thing a brand can do is play it safe. Clients of the agency include Paddy Power, Cadbury, 123.ie and Jameson.