France to gain from EUR 600k ad campaign

By

Lindsey Partos, SeafoodSource contributing editor, reporting from Paris

Published on
June 30, 2011

French seafood players are set to benefit from a publicity funded campaign compliments of the French government.

The agency FranceAgriMer announced this week it will inject EUR 600,000 into radio and press advertising campaigns to promote “fish from our coasts.”

For the generic campaign, more than 800 advertisements will pepper the airwaves in two separate periods between July and November. The first wave will run through July, inciting holiday-makers on French shores to eat more seafood.

The second wave, from 23 September to 12 November, aims to reinforce any rise in seafood-consumption habits over the summer.

According to the government agency, in order to “best satisfy the consumers,” the entire seafood supply chain will “be mobilized” for the campaign.

With the tagline “Savoureux, simples et pas chers… les produits de la mer, ils ont tout pour plaire” (“Tasty, simple and cheap... seafood products have everything to please you”), the 20-second radio spots will be aired during the summer on national radio stations France Inter, RTL and RTL2, in addition to local independent stations Sud Radio, Fun Radio and Wit FM. 

With consumers changing location in the autumn, the radio spread will be amended, with spots playing only on RTL and the France Bleu regional network. Adverts in over 30 regional print publications are set to leverage the publicity on the airwaves.

In terms of seafood consumption, with 35 kilograms per capita a year, France ranks in fourth position in Europe behind Portugal (55 kilograms), Spain (41 kilograms) and Lithuania (36 kilograms). The French seafood market topped EUR 1.7 billion in value in 2008. Salmon is by far the No. 1 choice for the French shopper, making up 20 percent of all French seafood consumption.

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