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
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’.