The fresh marketing activity urges consumers to eat more UK fish and shellfish following a 60% peak increase in seafood retail sales in March.
This was mostly due to increased sales of frozen and canned produce, though the data suggests changes in shopping habits have continued with retail sales still above the usual sales levels seen at this time of year.
However, the full closure of dining out options means the popular foodservice channels for seafood have temporarily disappeared.
Seafish, the public body that supports the £10bn UK seafood industry, is working closely with Defra on ‘Sea For Yourself’, a new consumer marketing campaign.
The latest phase of Sea For Yourself went live on May 4th with an advertising campaign across Facebook and Instagram. This is being followed by radio and podcast advertising with content from chefs and local food heroes throughout May and June.
These activities will direct consumers to the Sea For Yourself campaign hub on the Fish is the Dish website, with tips and recipes to show consumers how they can cook these species, as well as to information on online sales to help them find out where to buy local fish and shellfish.
Greg Smith, head of marketing at Seafish said: “While we’ve been working with Defra on Sea For Yourself for a while, the situation we’re currently facing places an even greater importance on the next phase of campaign activity.
“We’re aiming to encourage more consumers to support the seafood industry and enjoy delicious locally caught fish and shellfish in a period where usual routes to market have been significantly disrupted.”