Seafish goes national with school dinners campaign

Seafish, the body tasked with regulating and promoting the UK’s deep sea fishing industry, is rolling out a nationwide campaign in primary schools promoting the health benefits of eating fish.

The SuperHumans campaign encourages children to eat fish at school by rewarding them with stickers each time they choose the fish dish. Children who collect all of the five characters in the series get a SuperHumans Clubcard. Catering staff will also receive a manual that explains how the promotion works and includes recipe ideas.

The campaign has been created by Scottish agency 1576 and was launched in Scotland last year. It will initially be introduced to schools in the north of England, followed by central England and the South. By the end of this year, the initiative aims to be running in 5,000 UK primary schools.

Karen Galloway, youth marketing manager at Seafish, says: “The campaign will educate children and their parents in a fun but involving way.”

Seafish – The Sea Fish Industry Authority – was set up by the Government in 1981 and works with all sectors of the UK seafood industry to raise standards and secure a sustainable future.

It recently launched a “Twice a Week” campaign, along the lines of the Food Standards Agency’s “Five a Day” campaign, to try to get people to eat more fish.

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