State Launches Ad Campaign to Promote Maryland Seafood Industry

The Fish Site
by The Fish Site
8 March 2007, at 12:00am

ANNAPOLIS - The Maryland Department of Agriculture's Seafood Marketing Advisory Commission is launching a provocative advertising campaign touting the freshness of Maryland seafood in the March issue of Seafood Business. The campaign, created by Marriner Marketing Communications of Columbia, MD, is in response to competitive pressure from foreign seafood.

"The campaign is integral to our mission of promoting increased consumption of Chesapeake Bay seafood," said Maryland Agriculture Secretary Roger L. Richardson. "With less expensive, lower quality alternatives available, this campaign reinforces what knowledgeable chefs and consumers already know - nothing beats fresh Maryland seafood."

The full-page ads feature Maryland seafood as fashionable "accessories." With headlines that include "Fresh gets noticed," and "Fresh turns heads," the campaign shows that the freshness of Maryland seafood defines the retail or foodservice establishment in which it is sold. The ads support key Maryland seafood categories; striped bass as a necktie, oysters as a necklace, and Maryland blue crab as a bracelet.

Source: Southern Maryland Online