LEAP launches its biggest multi-media AD campaign to date

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Breaking the boundaries in a campaign of firsts, LEAP has launched its largest campaign to date, with the UK’s largest roadside animatronic billboard at the UK’s busiest station, Waterloo. Featuring the iconic singing and dancing Big Mouth Billy Bass, the giant, animatronic fish will serenade passers-by, sharing the taste benefits of consuming free, not farmed, fish.

The innovative two-week station domination campaign which is well underway is accompanied by 16 billboards displaying LEAP’s iconic tongue-in-cheek messaging. The billboard campaign is supported by the brand’s first national TV ad campaign, also featuring Big Mouth Billy Bass, created in partnership with award-winning creative agency Lola Mullenlowe. The disruptive 30s TV ad will drive the importance of consuming wild fish for its elevated taste and will be live across Sky channels, YouTube and social media from October through to the end of December. In addition, LEAP has partnered with Great British Chefs who will be sharing quick, easy, and, most importantly, delicious wild fish recipes created by renowned chefs Michael Bremner and Luke French to show consumers just how easy it is to add wild fish to their weekly repertoire of meals.  

“The stage is set for growth in our biggest marketing campaign to date as we aim to put Wild Salmon front and centre in consumers’ minds,” Lisa Cowell, Head of Marketing at New England Seafood, said. “The disruptive creative breaks category norms to communicate the superior taste of wild fish due to their incredible natural diet from a life swimming free. We can’t wait to spread our message to an even wider audience and see the public response to the campaign, in the hope we’ll encourage more consumers in the UK to try incredible wild fish.”

LEAP’s specially built Big Mouth Billy Bass billboard was created in partnership with Global, the Media & Entertainment Group.

“Everyone’s favourite singing and dancing fish, Big Mouth Billy Bass, swept the nation in the ’00s, becoming a fun fixture in our homes, and even Buckingham Palace,” Chris Forrester, Director of Commercial for Outdoor at Global said. “Seeing him scaled up and singing to the masses in London’s Waterloo is brilliant. I’m thrilled that the creative teams here at Global have been able to create something memorable and sharable for LEAP that will hook-in passers-by. It just goes to show that in outdoor advertising, any-fin is possible!”

LEAP’s 14 strong, MSC certified, product range includes Smoked Sockeye Salmon, Sockeye Salmon fillets, Cod Loin and fillets, Smoked Haddock and Yellowfin and Albacore Tuna with national distribution across Tesco, Waitrose, Ocado, Wholefoods and Mindful Chef.