KALLIMANIS FROZEN FISH & SEAFOOD

Issue / Challenge
In the minds of most consumers fish is either fresh or frozen. What few of them are aware of is that fresh fish may be placed on ice for 6-7 days and still be called “fresh” whereas frozen fish may have been frozen long after it had been caught.  Our challenge is to introduce a new category—aptly-named freshly-frozen—and establish it as the best alternative to real fresh fish.  

Insight
Consumers are not aware that fish that has been frozen immediately after the catch, is as fresh as freshly-caught fish.  

Idea
Where does frozen fish originate from?