According to Seafish plans for the successor to ‘Seafood Fortnight’ is the 2008 promotional campaign designed to increase awareness of the health benefits of seafood. Karen Galloway, Market Planning & Strategy Manager at Seafish, said that the new approach would combine support for category research inside retail chains together with information and promotional packs for fishmongers and independent retailers.
Seafish’s new plan will allow both larger retailers and smaller firms to better understand the way seafood consumers make purchasing decisions, as well as providing support for their promotional campaigns. Galloway informed that the authority will focus on the needs of those who sell fish to consumers, helping them to understand the drivers behind why, when and where consumers purchase seafood.
It is said that the market research and promotional campaigns will be backed up by a themed media campaign which will combine some PR activity with paid-for educational slots in consumer magazines, plus revised information packs for all consumer segments which will include compelling new research on the health benefits of seafood.
There are different themes in the campaign which includes, “Feed the family fish on a budget” Spring 2009; “Summer BBQs” Summer 2009; “Back to School” Autumn 2009
“New Year New You” New Year 2010. Galloway said that the campaign will kick off in April 2009 and run until March 2010.
