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SQS celebrates international PR award

by the Fish Site Editor
09 November 2005, at 12:00am

SCOTLAND - Scottish Quality Salmon (SQS) has won a global award for its handling of the food scare triggered by an article in Science magazine last year.

SQS celebrates international PR award - SCOTLAND - Scottish Quality Salmon (SQS) has won a global award for its handling of the food scare triggered by an article in Science magazine last year.

Its Scottish Quality Salmon - The Facts campaign beat off stiff competition from all over the globe to win the Recovery From Crisis category in the 2005 International Public Relations Associations Golden World Awards, awarded in London on Thursday 3rd November 2005.

The Award, won jointly with SQSs public relations agency Chrome Consulting, reflects the strength of the campaign in its defence of Scottish salmon farming and its effectiveness in not only restoring, but also increasing sales following the scare.

The campaign, funded by The Crown Estate, included intensive consumer and trade public relations, widespread distribution of consumer information and the high profile Scottish Quality Salmon - The Facts advertising campaign, seen by some 25 million adults in the UK.

This is a tremendous accolade for our communications team, commented SQS chief executive Brian Simpson, who worked both extraordinarily hard and highly effectively during the height of the scare and the months that followed. The Facts campaign communicated the uniquely high standards on Scottish Quality Salmon members farms and reassured consumers that they could continue to enjoy one of their favourite and healthiest foods. The 20% sales rise that followed suggests that this was extremely effective!

The competitions international jury, 44 senior practitioners from 26 countries, adjudicated on 239 entries in Istanbul and made 29 Awards in a variety of categories. Criteria used by the jury included the competence and quality of each entry demonstrated in terms of research, planning, execution and evaluation, the clarity of messages, creativity and ethics, as well as local conditions in the country of origin.

Jury Chairman Sheila OSullivan of Australia said: "These programmes devised successful communication activities for their local situation. The rest of the world can learn and benefit from these award winning campaigns.

Source: Scottish Salmon - 8th November 2005

the Fish Site Editor