We know from research that 28% of purchase decisions are based on information from the internet and social media so it was important to have a presence and a place where people can get the information that they need. So, in October I launched a new website www.eatscottishmussels.co.uk and social media page (please scan the QR code below to follow and share).
Designed and created on a minimal budget, it’s been so much fun creating the content, which has been aimed towards younger Millennials and Gen Z (so if you don’t like you’re too old!) Expect bright colours, lots of videos and some fantastic educational resources from the ‘Sustainables Academy’.
The launch is the start of a wider campaign to tell the nation and a whole new generation of foodies, just how great these little miracles are!
Supported by Scottish Shellfish Marketing Group and the Association of Scottish Shellfish Growers, the campaign aims to inform and inspire more people to eat Scottish farmed mussels and other shellfish (Oyster campaign coming soon!).
Using the power of social media with brand collaborations and influencers, the campaign’s goal is to increase consumption and awareness, helping the industry to prosper and grow for us and the next generation.
I’m preaching to the converted a little in this publication but if you didn’t know, here are our key messages…
SCOTTISH MUSSELS HAVE SUPERPOWERS!!
It’s true! Recently commissioned research from SSMG confirms their sustainability credentials and nutritional properties, the Eat Scottish Mussels campaign wants to let everyone know.
Not only do they provide a sustainable source of protein, but they are also packed full of nutrients that many people are commonly deficient in, like vitamin B12 and Iron, providing us with the nutrients that we need for a healthy mind and body.
FUTURE FOOD SECURITY!
Mussels have one of the lowest carbon footprints of any farmed protein source. They require no feed and simply grow through filtering microscopic plant life from the clear coastal waters. Their presence in turn helps to support and sustain a healthy marine environment.
As the world’s populations grow, low impact, sustainable farming such as for mussels and other shellfish will help to feed and provide an important source of nutrition for future generations.
EASY TO PREPARE AND COOK.
In a recent survey commissioned by Scottish Shellfish, consumers said that they chose mussels because they are quick to cook, easy to cook, taste great and are fantastic value for money!
However, despite our Island Nation and history of producing fantastic seafood there is a lack of confidence by some consumers to prepare and cook them at home. Therefore, the campaign has a focus on breaking down these myths and giving consumer confidence back.
We have a wonderful food source growing right here but many people are just not aware how accessible it is. In a time when household budgets are stretched, a plate of mussels provide a very low cost, tasty, nutritious meal option.
Tasty, affordable, healthy and sustainable. What’s not to like?
PLEASE SCAN THE CODES AND FOLLOW AND SHARE TO HELP BUILD OUR COMMUNITY.
