New approach to 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, independent retailers and caterers. Seafish's new plan will allow both larger retailers and smaller firms to understand more about the way seafood consumers make purchasing decisions, as well as providing support for their promotional campaigns. Galloway explained: "We're going to 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. Right now, there's no question that the key driver behind purchasing decisions is value. But we want to help retailers understand what else is going on in the consumer's decision-making process." 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. Campaign themes will include Feed the Family Fish on a Budget, Summer BBQs, Back to School, and New Year New You. The campaign will kick off in April 2009 and run until March 2010. James Wood, marketing communications manager at Seafish, said: "Our 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."