A government-funded marketing campaign is promoting local seafood by targeting the millions of tourists who flock to the French seaside each summer.
Backed by French seafood and agriculture agency FranceAgriMer, the tagline “Fish from our coast, it’s not complicated to taste!” will air across a cluster of radio stations from 25 June through the end of July.
Advertisements in local newspapers will complement the 20-second radio spots that will air regionally and nationally, including on France Inter and RTL, for the next five weeks.
A FranceAgriMer spokesperson told SeafoodSource that the agency regularly carries out such marketing campaigns.
This campaign is the latest in a series of moves by FranceAgriMer to promote the country’s seafood industry. Last year, the French government signed off on a EUR 350,000 marketing campaign to pepper the air waves with seafood ads.
Hake, sea bream, mullet, herring, haddock, whiting, coley and crab were all identified, with two 25-second ads promoting the species.
Another 15-second ad was dedicated to fresh scallops alone, aiming to “raise the profile of this high quality produce in the eyes of the consumer,” said FranceAgriMer. This year, the agency is set to promote scallops again.
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