Seafish has announced plans for a year-long campaign aimed at helping retailers understand what makes people buy seafood.

The new initiative, which replaces Seafood Fortnight, will run from April this year until March 2010 and will combine support for ­category research inside multiple retailers with information and promotional packs for independents and fishmongers.

Research will be backed by a media campaign combining PR with paid-for educational pieces in consumer magazines.

Campaign themes will include 'Feed the Family Fish on a Budget', Summer BBQs, Back to School and New Year New You in 2010.

"We're going to focus on the needs of those who sell fish to consumers, helping them to understand the drivers behind why, when and where consumers purchase seafood," said Seafish market planning and strategy manager Karen Galloway.