Innovating communication: personal and cultural relevance as the key to success – Imagine you are walking through the aisles of a supermarket or absent-mindedly scrolling through your social media feed. You only stop when something catches your attention: a product that speaks directly to you, your values, your passions. That’s the secret of winning brands: they know how to be relevant. Not only for what they offer, but for how they communicate it.
For a company that markets processed fish products, the concept of personal and cultural relevance is not just an exercise in style, but a concrete strategy that can transform the way the brand is perceived. A recent report by TikTok and Warc Advisory shows that audiences are no longer won over by generic messages: 78% of consumers are more likely to buy when advertising campaigns speak directly to them, while 56% respond positively to messages that are set in a meaningful cultural context. This means that the growth of a brand today depends on its ability to make itself feel close, relevant and authentic.
The power of personal storytelling
In the processed fish sector, products alone are not enough to stand out. The public wants to know more: who is behind a packet of fish fillets, what route that product took to get to the table, what story it can tell. Telling a product does not mean listing its characteristics, but weaving an emotional bond with those who buy it. A campaign that shows, for example, how a company ensures the sustainability of its practices, or one that emphasises the importance of a healthy diet, immediately becomes more relevant to those who share these values.
Emotion and humour are other powerful levers. A short, catchy video about TikTok that mixes irony and culinary tradition can turn into viral content. Consumers seek authenticity and want to feel represented. Therefore, collaborating with influencers who belong to the same cultural communities as the target audience can make the message even more impactful.
Cultural relevance: it’s not just a fad
Being culturally relevant does not mean chasing every passing trend. It means understanding the moment when your product fits into a broader conversation. For processed fish products, this could mean talking about environmental sustainability, a topic that has global resonance today. It is about showing how the company respects the environment, for example by reducing the impact of production activities or by using recycled packaging materials.
But it is not enough: the content must be set in a context that the public recognises as authentic. Regional culinary traditions, respect for the land and references to Mediterranean culture can be powerful tools to attract attention and stimulate interest, especially in Italy where food is an integral part of cultural identity.
An increasingly selective audience
Today, audiences are spread across a multitude of platforms, but are no longer willing to passively consume content that does not reflect their interests. Consumers choose to interact only with content that reflects their passions and values. For companies in the fishing industry, this is a great opportunity. It is no longer a matter of targeting a generic demographic ‘audience’, but of building targeted messages for specific communities, respecting the languages, references and needs of each group.
Knowing how to speak the language of your audience is a form of respect and engagement. For Generation Z, for example, using slang or shared cultural references can increase the effectiveness of the message. Conversely, for older age groups, themes such as quality, tradition and health may be more relevant.
The future of marketing in the seafood sector
Integrating personal and cultural relevance into an advertising campaign means going beyond the boundaries of the simple product. It is a way of turning every piece of content into an experience, every purchase into a meaningful gesture. Transformed seafood companies have the opportunity to become not just product sellers, but storytellers that reflect the world we live in. Being current, authentic and engaging is not only a strategic choice, but a necessity to remain competitive in a market that rewards those who know how to listen and dialogue.
Innovating communication: personal and cultural relevance as the key to success
