According to Sea Harvest brand manager, Jared Patel, "When we asked young, on-the-go consumers what they typically think about just before the end of their working day, we found that the answer was not necessarily 'what should I make for dinner', but rather 'what should I do tonight'. With this knowledge we realised that recipes, although useful, don't speak to this convenience-driven market. So we needed to provide them with something that adds real value to their busy lives.
"As our range of easy to prepare meals takes care of their dinner needs, we thought that we could also help out with their social lives. The result is a convenient online diary that caters to their hectic lifestyles with information ranging from music and cultural events happening in their town to what's on TV that night.
"We will also be leveraging this market's preferred media platforms, particularly online and social network sites, to drive brand and product awareness. With some of the brand's meals in the freezer and knowing what the hake is happening that night, our consumers no longer need to worry about getting the next fuel fix or what to do - giving them the ultimate in convenience," concludes Patel.
For more information, log onto www.WhatTheHakeShouldIDoTonight.com
