reLAKSation Callander McDowell
Morrisons
Of all the supermarket chains, Morrisons appeared to make most effort to promote the Seafood Fortnight promotion. All their customers had to pass through the stores entry gates which were emblazoned with banners highlighting the two-week long promotion.
In addition, a banner was displayed on some of their fish counters and all carried dispensers offering four different recipe cards. Two-a week stabbers were used on the fish counters to mark some fish species.
Morrisons ran a co-promotional competition with Jus Roll pastry (although interestingly, the packs of pastry made no mention of the promotion) and packs of salmon.
A prize draw was also featured in the Morrisons in-store magazine, the prize of which was a £5000 trip to London including a visit to a ''FishWorks' seafood restaurant.
Finally, one store we visited displayed leaflets for another competition to win entry to a Sealife Centre in which participants were asked to return the completed entry to the demonstrator. This suggests that there was actually a demonstration of seafood cookery in that store but the staff at the fish counter appeared to be unaware that any demonstration was due to or had taken place.
