South African company rolls out first campaign in years — what’s changed?

Close to a decade ago, South African frozen fish supplier Sea Harvest ran a big marketing campaign. At the time, the vertically integrated fishing company touted the tagline “We Just Do Fish” — a move Sea Harvest Marketing Manager Jared Patel said was a strategic move based on where the company was at the time.

“It was basically just a positioning statement because we were the only exclusively frozen fish brand in South Africa,” Patel told Seafood International.

But in the years since, Sea Harvest has become a market leader in South Africa — so “now we’re trying to create a bit more of an impression of the brand.