Challenge and selection  I have been a marketing manager for a large seafood company in Brazil for the last 10 years,  and our primary goal is to increase the fish consumption in the country, which is above the  OMS recommendation, especially among the poor population.    Our most effective way of communicating the health benefits of the fish consumption is  storytelling, showing and inspiring them by sharing other people’s stories that everyone can  cook and prepare meals for a healthier life. We also invite them to collaborate with their stories  and recipes and, besides from retelling them to all of our consumers, we learn from them and  use them to develop new strategies on how to better communicate products and marketing  campaigns.    Application  We have used storytelling in our latest TV commercial. Instead of filming our products and  some random smiling people, we have told the story of a young lady who could not believe how  fish could be not only not expensive but also easy to make, and delicious - until told otherwise  by her neighbour.      Insight and Approach  We are still airing the campaign, but the results we could collect so far were very encouraging.  Many people telling us how they could relate to the story, how funny it was to see the lady’s  journey, and how much they are eager to try her recipe.    We are already thinking about how we can use that learning for our next marketing campaign.  One of our ideas is to tell more stories and have a story contest.


Challenge and selection I have been a marketing manager for a large seafood company in Brazil for the last 10 years , and our primary goal is to increase the fish consumption in the country , which is above the OMS recommendation , especially among the poor population . Our most effective way of communicating the health benefits of the fish consumption is storytelling , showing and inspiring them by sharing other people ’s stories that everyone can cook and prepare meals for a healthier life . We also invite them to collaborate with their stories and recipes and , besides from retelling them to all of our consumers , we learn from them and use them to develop new strategies on how to better communicate products and marketing campaigns . Application We have used storytelling in our latest TV commercial . Instead of filming our products and some random smiling people , we have told the story of a young lady who could not believe how fish could be not only not expensive but also easy to make , and delicious - until told otherwise by her neighbour . Insight and Approach We are still airing the campaign , but the results we could collect so far were very encouraging . Many people telling us how they could relate to the story , how funny it was to see the lady ’s journey , and how much they are eager to try her recipe . We are already thinking about how we can use that learning for our next marketing campaign . One of our ideas is to tell more stories and have a story contest .