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Editor's Note - Marketing seafood, finally

Fiona Robinson
Fiona Robinson
November 01, 2005 Either advertising rates dipped this fall, or the timing is finally right for manufacturers and marketing agencies to get the “seafood is good for you” message direct to consumers.

There’s been a bounty of seafood-related marketing messages over the past few months. Salmon of the Americas launched a nationwide newspaper campaign (see Late News on page 4), Rich SeaPak began advertising on Food Network and in print media (see Newsline story on page 8) and the Alaska Seafood Marketing Institute had a summer campaign in Bon Appetit, Cooking Light and Sunset magazines. This is the most consumer advertising of seafood that I’ve seen in eight years covering the industry. And it’s not all in traditional places; there are even truck “wraps” driving on the roads around the Northeast with ads from the New England Seafood Processors Association, as well as 120-foot flying salmons in the skies nationwide (see Newsline story on page 6).

Consistent marketing — both traditional and unconventional — is needed to keep this healthy protein fresh in the consumer’s mind when they’re planning lunch or dinner, or even breakfast (think smoked trout or salmon). As readers will see in this year’s Buyer’s Guide, prices on many seafood species are headed north, and not all because of energy costs. Marketing messages are necessary to ensure consumers don’t trade down to a cheaper protein category such as chicken. It’s about time consumers see and hear positive messages from the seafood industry.

 November 2005 - SeaFood Business 

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