Seafish announces supermarket partners for special week –

Seafish announces supermarket partners for special week Published:  12 September, 2006

ASDA, Morrisons, Sainsbury’s and Waitrose have all signed up as supermarket partners for the ‘2 a week’ themed Seafood Week running from 6-13 October.

The multiples plan a series of events, promotional literature and price offers, for the UK’s biggest celebration of seafood, encouraging customers to eat two portions of seafood a week, one of which should be oil-rich.

Waitrose is planning 20 per cent off the majority of service counter fish and shellfish and is producing a customer leaflet and recipe card, featuring the ‘2 a week’ logo to show the ease of cooking fish along with nutritional information.

Sainsbury’s is focusing its efforts on an in-store sampling campaign using fully trained food advisors to explain the health benefits of eating seafood twice a week. A brochure is also being produced with the ‘Why not try’ theme and campaign logo encouraging customers to try something new today.

Morrisons is producing a 16-page leaflet, featuring easy to cook recipes and cooking tips and sea to plate stories reinforcing the provenance of the seafood on sale. Some outlets will be hosting educational visits, teaching children the importance of eating two portions a week.

ASDA is promoting the ‘2 a week’ message throughout Seafood Week on ASDA FM, the biggest commercial radio station in the UK. Stores will also offer price promotions encouraging everybody to buy two portions a week. Fundraising activity for the Royal National Lifeboat Institution is also planned.

Andy Gray, marketing executive for Seafish said: “It’s a real bonus to have high profile multiples on board as it’s a great way to promote the ‘2 a week’ message to consumers. The planned activity is not only an excellent method of educating customers on the health and nutritional benefits of seafood but will also motivate purchase.”

Celebrity chef James Martin is the face of ‘2 a week.’ is published by Special Publications. Special Publications also publish FISHupdate magazine, Fish Farmer, the Fish Industry Yearbook, the Scottish Seafood Processors Federation Diary, the Fish Farmer Handbook and a range of wallplanners.