Busch Light and Plenty of Fish Want to Help You Reel in a Great Date

It's time to catch feelings.

There are plenty of fish in the sea, but if you're looking to reel in "the one," Busch Light and Plenty of Fish are here to help.

On Tuesday, the beer company and the dating app announced they're coming together to create a new Fish Pic Badge, which fish-loving daters can proudly show off on their profiles on Plenty of Fish. The new badge, the two companies shared in a joint press release, is also meant to highlight Busch Light's limited edition Fishing Cans, and serve "as a moment to celebrate anglers who are casting their lines in the world of online dating and share a love of the great outdoors."

And, yes, the two companies note that photos of people holding fish on dating app photos have become a bit of a joke in the last few years, a survey of Plenty of Fish users shows that 25% of respondents are "more likely to message someone if their profile features a fish pic." So there's that.

Related: The Fine Art of a First Date at a Bar or Restaurant

“Just like our fans, we’re passionate about the great outdoors, and there's no denying that the best way to enjoy spring fishing season is with a rod in one hand and a cold, smooth Busch Light in the other,” Krystyn Stowe, the head of marketing at Busch Family & Natural Family at Anheuser-Busch, said in a statement provided to Food & Wine. “It’s all for the love of fish lovers! We hope to see our fans out by the lake soon with their perfect catch.”

Busch and Plenty of Fish are also looking to reward a few users who showcase the badge. From Tuesday, March 5 through March 24, all US-based Plenty of Fish singles who are 21 and over who use the new Fish Pic Badge have a shot at winning a prize bundle that includes a three-month subscription to Plenty of Fish, first-date funds (in the form of a cash voucher), and two Busch Light fishing t-shirts. To enter, users can upload a screenshot of their profile with the Fish Pic Badge visible to busch.com/plentyoffish.

“Our research reveals that the majority of singles (67%) enjoy fishing, and 70% would like to go fishing on a date,” Shannon Smith, director of PR for Plenty of Fish, said. “Our partnership with Busch Light and the launch of the Fish Pic Badge supports our brand ethos of being a more welcoming place to date, while also providing our outdoor-activity-loving singles a chance to find meaningful connections over shared interests.” 

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