EEDA readies gastro campaign

The East of England Development Agency (EEDA ) is seeking an agency to promote the region’s food.

EEDA's remit covers Essex, Cambridgeshire, Norfolk, Hertfordshire and Bedfordshire. Industries in the region include wheat and sugarbeet production, while local food brands include Jordans Cereals.

To capitalise on the tourist trade the campaign will target Sunday newspapers and food and lifestyle publications to raise awareness of the quality of food produced in the area, and its restaurants, hotels
and pubs.

Local residents will be encouraged to buy their food from the region. The campaign will include promotion of farms and producers in the area.

As a side project, EEDA is publicising careers in hospitality and catering in a bid to ensure there are sufficient numbers of skilled workers in the area.

Incumbent agency Nexus Communications reaches the end of an 18-month contract in April, and will be invited to repitch for the account. Five or six finalist  agencies will be invited to submit proposals in March for the new two-year brief, with possible extension for a third year.

The account does not affect the EEDA's marketing services roster, put in place 13 months ago (PRWeek, 10 December 2004), which includes Omobono, Camargue, Shorthose Russell and Athene Communications.

Fishburn Hedges advises the EEDA on public affairs.

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