EC serves up fish win to Milano and Grey

The European Commission has recruited Italian communications agency Milano and Grey to drive forward a year-long campaign to encourage the consumption of fish and seafood across the European Union.

The European Commission has recruited Italian communications agency

Milano and Grey to drive forward a year-long campaign to encourage the

consumption of fish and seafood across the European Union.



The appointment follows a public call for tender issued by the

commission’s fisheries wing, Directorate-General XIV, in August (PR

Week, 16 August, 1996). Around 20 consultancies answered the call and

Milano and Grey was notified of its appointment at the end of

December.



Starting this month, the campaign - which has the personal backing of

fisheries and consumer policy commissioner Emma Bonino - will emphasise

the dietary benefits of fish and will concentrate on areas such as

Germany and the Nordic countries where consumption is low.



As well as helping to generate media coverage of the issue, Milano and

Grey will also organise ten events over the course of 1997, ranging from

trade shows and sponsorship initiatives to conferences and round table

discussions. Local country fishery associations are also expected to

play an important role in the campaign. At least one event will concern

the merits of sardines.



An official at DG XIV explained that the aim of the initiative was to

raise overall awareness of the healthy qualities of seafood products,

especially those species which are less popular and not overfished. In

addition, she said, the campaign would try to give fish products a

’modern, festive, healthy and positive image’.



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