It's oFISHial!

A Valentine's social media campaign that gave single-serve herring a love-story glow-up and turned it into proof of love.

Client: Lisner
Year: 2026
Scope: Social media campaign, contest, influencer collaboration
Service: Social Media & Content

Challenge

Herring doesn't have an easy image today – especially with younger generations.

Herring, even the single-serve kind, doesn't have an easy image – even though it tastes really good. The problem is especially pronounced among younger generations, but not only them.

So we got a very specific brief: make single-serve herring cool again. Get people talking about it, a lot, and in a fun way – and nudge them to actually buy it.

Idea

Can love for fish be taken seriously?

The year before, the brand ran the "Give Herring" campaign, which landed really well. Our job was to build on that success: a clear nod to the love-and-herring theme, viral potential, and keeping Lisner's signature, tongue-in-cheek tone of voice.

We took all of that to the drawing board – and that's how the "It's oFISHial!" campaign was born.

Execution

The most engaging campaigns have to be… engaging. We built a contest asking people for real stories and insights from their own lives – about relationships, and the moment they become "ofishial".

We boosted it all with a collaboration with the right influencers – jasinskajj, laczuparyna and hello.yogii – to grow the campaign's reach and get in front of our target audience.