Woocheen’s seafood arm, New England Seafood International (NESI), is on a mission to supply sustainable ocean-based foods while, just as importantly, inspiring people to eat more fish. In an effort to reach to achieve this, NESI launched the “Take the LEAP” campaign late last year – its largest campaign to date.

NESI’s goal for the campaign, which is focused on LEAP, its wild seafood brand, was to educate United Kingdom consumers about the many benefits of including wild seafood in their diets. Front and center in the campaign is the iconic Billy Bass – a beloved fixture in many UK households – proclaiming “the best fish swim free.”

“Take the LEAP” came to life across a blend of media and experiences, including LEAP’s first-ever national TV campaign, a takeover outside the UK’s busiest train station (which featured the country’s first-ever singing and dancing animatronic billboard), high-impact digital media, and a content partnership with Michelin Star chefs to show consumers how to enjoy wild salmon at Christmas.

"It was excellent to watch people react to the disruptive animated Billy Bass at Waterloo Station," said Lisa Cowell, Head of Marketing. "But the best reward was creating a campaign that put wild salmon front and centre in consumers’ minds, encouraging them to think differently about seafood and the impact of their food choices. It's truly an honour to be part of that."

Watch LEAP's Ad and Outdoor Reactions.