Plymouth Fishing and Seafood Association
A Campaign to Keep the Fleet Afloat

Before developing any creative work, we slowly built an evidence base in close collaboration with the PFSA that would guide the direction of the hero campaign. The research phase needed to unpick and understand the challenge from multiple directions, including the public’s perception and fishermen’s lived reality.

A consumer survey of 355 participants revealed a gap between care and action. 91% knew Plymouth had an active fleet, but 84.5% had never bought from the Fish Quay. Nearly three quarters of participants defaulted to supermarkets out of convenience, in line with the industry standard. People lacked confidence identifying and preparing fresh fish and felt intimidated by the prospect of going to their local fishmonger.

Through a fishermen’s workshop at the National Marine Aquarium, we also brought together over 20 participants from across the fleet, spanning trawlers, netters, day boats, processors and merchants. Their testimony was visceral and the tone in the room was bleak. “People think we’re gone,” one fisherman said. “We need to keep reminding them we exist.” Many described fishing as a lifestyle, having an intangible draw that they couldn’t shake.”

They wanted traceability, education and storytelling that showcased the skill and resilience behind their work and restored dignity for the trade. Above all, they wanted to be seen and listened to, and to work towards a more hopeful future. We designed the campaign as a platform for connection, education and advocacy, providing a foundation for PFSA’s work while positioning Plymouth as a leader in reconnection and a premium source for UK seafood.

To address the confidence barriers, trust issues and knowledge gaps head-on, we interviewed chefs and industry leaders across Plymouth’s fishing scene, created educational content demystifying fish buying and preparation and collaborated across audience bases from local consumers to London hospitality professionals. Our infographic series contextualised nuanced national conversations and global supply chain problems and spotlighted Plymouth alternatives to the five species dominating UK consumption.

Restaurant and merchant spotlights showcased how to buy and where to find Plymouth fish, and we developed an on-the-ground signage solution for the Fish Quay to address the misconception that it had closed. Our social media strategy that drove Facebook views up by 145.4K and Instagram views 100.8K between September and March 2026, and 514K press views, an 84.1M audience reach, and over 27 pieces of coverage (local and national). 

Working with Jack Williams of High Water Films and award-winning documentary photographer Ashley J Bourne, we created A Taste of the Salt: a short film, portrait series and wider press campaign that premiered at The Box Plymouth in March 2026. Afloat at sea, on the Fish Quay and within the site of the closed fish market auction, we captured the voices of fishermen, merchants and quayside workers; each interview scripted to spotlight individual expertise and showcase the diversity of the fleet.

The portrait series was rolled out across social media, on digital bus shelters throughout Plymouth city centre, press features, an online exhibition and gallery display at The Box, with the film also screening live in a dedicated feature on ITV West Country and BBC Spotlight. You can watch the campaign film, here.

It’s been a joy to work on this vital project to help keep the fleet afloat. We hope it will spark necessary conversation and continue to make waves of positive change for the people at the heart of the fishing community for years to come.