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5-a-day spawns 2-a-week
With the five-a-day message firmly entrenched in British minds major supermarkets have now signed-up to drive a new message home: 2 a week.
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| Seafood Week, running from 6-13 October, is endorsed by celebrity chef James Martin |
The campaign, to be launched during the sixth annual Seafood Week running from 6-13 October, and endorsed by celebrity chef James Martin, has been orchestrated by the non-departmental government body Seafish. Its aim is to encourage the public to eat two portions of seafood a week, one of which should be oil rich, as decreed by the Foods Standards Agency.
Andy Gray, marketing executive for Seafish, explained the multiples on board the campaign Asda, Morrions, Sainsburys and Waitrose applied for the financial support Seafish is providing in order to promote its message. He said: We dont have the brand awareness to push this ourselves. But with the supermarkets backing there will be pos, consumer leaflets, editorial content, and price-offers to support the campaign. This is something we want to sustain for at least the next year or two.
He added: Tesco did not apply for our funding, but we understand that it will be running its own seafood initiatives.
* Waitrose which has a 10% market share for all fish sold in the UK, compared to its 3.9% of the total food market says fish has become the top selling protein for the first time in a decade. While fresh poultry sales are growing by 6% year-on-year, fish sales are soaring by 20%.
* £1.8bn worth of fish is sold per year in the UK.
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