Romanians are important fish consumers, especially during fasting periods. At the same time, at a global level, we are facing a rather major issue in terms of excessive consumption of ocean fish. Given these two barriers, we try to convince Romanians that there can be sustainable alternatives, that are eco-friendly, but also great for times of religious fasting.
Sustainability is still a new topic in Romania, and ocean fish, at least from a geolocative point of view, is not so accessible to Romanians. Hence the problem: how can we make this cause become locally relevant and how to focus on an issue deemed as less important than other national social causes (such as: poverty, school dropout rates, etc.)
The solution came from a shift in targeting towards an audience who is more prepared to receive the message. That is why we chose TikTok as our main channel of amplification. Consequently, most of the traffic came from the new social channels. Moreover, to provide an additional hook in communication, we’ve created a dedicated promotion to recruit consumers from the fish-consumption category: an attractive promo-pack meant to ignite young people’s curiosity to test it.