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