Can These Fisherman Reel in Love with Sustainably Caught Fish?

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NORD DDB teams with Swedish food brand Garant for a different kind of product launch
Can These Fisherman Reel in Love with Sustainably Caught Fish?

As we all know, there aren't plenty more fish in the sea. So Swedish food brand Garant created a new line of sustainably caught fish, featuring less popular catches. To launch this product, they found a new way to put  these outsiders in the limelight. A study shows that 46% of women find men holding fish more attractive then without on profile pictures - and yes, also on dating apps. So what if posing with a sustainably caught fish could be even more attractive?

Garant created an experiment where Swedish men that already had fish pics on Tinder exchanged them to new ones with the new fish product. Could this help them find love?

Astonishingly, the men’s likes increased by 65.6% when they held a sustainable fish compared to the previous one. And when they added 'I like sustainable fish' to their profile descriptions their likes increased even further, by an additional 13.5%. But the search to get that special someone on the hook didn’t stop there. Garant also created personal ads for the men in social media and bought media, to further help them find love. Even though the fish is currently only on the Swedish market anyone can join the experiment. Garant has created a sticker with the fish that easily can be added to profile pictures.

"People tend to choose salmon or cod based on pure habits, so we knew that there was a need to make these less famous sustainably caught species a bit more attractive," says Emma Töpel Hanson from Garant, Axfood. 

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Advertiser: Garant

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Creative Agency: NORD DDB

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Genres: People

Categories: Food, Meat & Fish

NORD DDB, 7 months ago