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Tweet of the Week

Move Over, Regular Fish!

September 6, 2022
Mae Rice

Tinned fish has suddenly become the official food of "hot girls" everywhere — and marketing has to be involved. But who's the marketing push coming from? We did some research.

Table of Contents

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Tinned fish is having a moment, and marketing is definitely involved. But whose? 

Our working theory, after reading a million explainers: It’s a mix of hype from tinned fish brands, restaurants and food media stars. 

From the tinned fish brands 

“Tinned fish is the ultimate hot girl food,” Fishwife co-founder Caroline Goldfarb told Nylon

This quote really struck a chord — it has been aggregated in Vice, and now it’s all over Twitter

Assist here from: Megan Thee Stallion, whose song “Hot Girl Summer” kicked off the era of “hot girl [noun].”

From the restaurants 

Tinned fish has long been popular in Europe, and restaurants like New York’s Maiden Lane started bringing the trend Stateside in 2019, Eater reported

From the recipe creators

Food influencer Alison Roman has been hyping anchovies for years — and her viral shallot pasta recipe calls for a whole can of them. 

Our takeaway? 

There are layers to marketing food! And sometimes, every layer agrees: It’s tinned fish summer. 

Mae Rice
about the author

Mae Rice is editor in chief at MarketerHire. A long-time content marketer, she loves learning about the weird and wonderful feedback loops that connect marketing and culture.

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