Eating the Ocean by Brian Payne

Author:Brian Payne
Language: eng
Format: epub
Publisher: McGill-Queen's University Press
Published: 2022-12-15T00:00:00+00:00

Fig. 4.1 “My Dear …” Any Day a Fish Day campaign advertisement, Canadian Grocer, 15 October 1939, 29. The Department of Fisheries needed not only to convince more Canadians to eat fish but to convince more retailers to stock fish for consumers. Advertisements placed in retailers’ journals like the Canadian Grocer claimed unmet demand and urged retailers to answer the call.

The campaign was initially to cover the winter months of 1936–37, the peak season for fish retail sales in Canada. It would be followed by three additional campaigns that, in combination, lasted until 1940, again focused on the winter months. Although the content changed slightly for the final two campaigns in 1938–39 and 1939–40, the marketing methods and basic justification remained relatively consistent. In 1936, E.W. Reynolds identified two key justifications for the campaign. The first was to “promote national health” by informing Canadian consumers of the health value of eating more fish. This was set in the context of “national health” based on a growing belief that a nutritional crisis existed in Canada and that many Canadians were “starving in the midst of plenty” (see previous chapter). The vast majority of the content of the government advertising thus rested on the nutritional value of fish and seafood products. The second justification, less overt in the public campaign but central to the political and industry rhetorical justification for spending public money, was the need to “stimulate [the] Canadian Fish Industry.” Increased domestic consumption of fish would, according to the press copy, provide the industry with “a stimulus that would benefit not only the Industry but the Dominion at large.”103

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