According to Karen Galloway, Market Planning & Strategy Manager at Seafish, the new approach of Seafood Fortnight would combine support for category research inside retail chains together with information and promotional packs for fishmongers and independent retailers. It is said that the organisation’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 also told that the event 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 informed 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.
The themes of the campaign 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. It is said that the campaign will kick off in April 2009 and run until March 2010. James Wood, Marketing Communications Manager at Seafish, told that the media work will focus on specific species for each quarter’s themes, and we will also be revising the ‘2 a week’ logo with a new look that encourages consumption as well as providing information on the many health benefits of seafood.
