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2/26/2007
Marriner Promotes Fresh Approach for Maryland Seafood

Columbia, MD– A provocative campaign touting the freshness of Maryland seafood will break nationally in the March issue of Seafood Business. The campaign, executed by Marriner Marketing Communications, is in response to competitive pressure from frozen seafood. The effort is targeted to restaurateurs and retail seafood buyers.

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. There are executions supporting key Maryland seafood categories: striped bass as a necktie, oysters as a necklace and Maryland blue crab as a bracelet. 

“This type of work is unexpected in business-to-business communications and invites an immediate reaction from the target,” commented Bill Mitchell, Creative Director, Marriner Marketing Communications. “We achieved our goal of communicating freshness in a clear, noticeable and memorable manner.”

“The campaign is integral to our mission of upholding Chesapeake Bay seafood as the pinnacle of freshness in the U.S. market,” said Noreen Eberly, Director, Maryland Department of Agriculture, Seafood Marketing Program. “With less expensive, lower quality alternatives available, this campaign reinforces what knowledgeable chefs and consumers already know – nothing beats fresh Maryland seafood.”

The national campaign kicks off in March in conjunction with the International Boston Seafood Show. It will include insertions in Seafood Business and Wild Catch.  

About Maryland Seafood
The Seafood Marketing Program promotes the increase sale and consumption of Maryland seafood and aquaculture products through education, promotion, and advertising. The total estimated value of the Maryland seafood industry is $700 million. There are 74 processing plants employing 1,391 people and over 6,600 watermen who work the Chesapeake Bay.

About Marriner Marketing Communications
Marriner Marketing Communications, founded in 1989 is based in Columbia, Maryland and has billings of $50 million. Marriner’s clients count on them for intelligent, effective, integrated solutions to any and all kinds of communication challenges. Marriner serves companies in the food and hospitality industry, including Perdue Farms, The Sugar Association, Phillips Foods and the U.S. Tuna Foundation.