Funded by the Scottish Executive, the Crown Estate and the industry, the campaign kicks off on 9 July and will run for up to two years.
It aims to quash negative publicity triggered at the start of the year by the publication of a US study by The University of Albany that suggested consumers should limit the amount of farmed fish they eat because of the presence of toxic chemicals.
An initial £200,000 four-week push will seek to counter the report’s claims. An ad campaign carrying the tagline ‘Naturally they’re the best’ will be supported by trade press briefings, postcard mailings, press trips to salmon farms and local radio appearances.
In September, advertorials in women’s and parental magazines will plug the health benefits of salmon.
The campaign will be run in conjunction with incumbent Chrome Consulting.