Promotional poster for the new campaign.
Pesca España
The Association of Producer Organisations in Spain, Pesca España, has launched its summer campaign, Fish and Music, to bring seafood products closer to younger generations through music.
The initiative, organised in collaboration with Spain’s Ministry of Agriculture, Fisheries and Food (MAPA), uses music as a relatable and contemporary tool to promote healthy eating, sustainability and fishing culture among younger audiences.
"Last year we connected with young people through sport. This year, we're taking it a step further by embracing music as a natural way to engage with them, showing that seafood is part of a healthy, sustainable and thoroughly modern lifestyle," said Antonio Nieto, Managing Director of Pesca España.
Pesca España will set up a Fish Point at two music festivals in Vigo and Málaga, serving as a meeting space designed to bring seafood closer to attendees with a range of interactive activities.
The space will feature attractions including a giant word search, skill games, badge customisation, a beauty corner, a themed photocall and other activities linked to the campaign's messages. Visitors will also be able to enjoy seafood tastings, receive branded merchandise and access educational content about seafood and sustainable fishing.
"Music has the power to bring people together and create lasting memories, and we want seafood to become part of those experiences by presenting it in a way that is approachable, innovative and connected to new settings. Fish Point is ultimately an invitation to discover the sea from a different perspective, bringing together culture, gastronomy and sustainability," Nieto said.
Pesca España also takes part in employment fairs, including the AULA Fair during Education Week, held in March 2025, to bring the fishing sector closer to young talent and encourage interest in careers in fisheries.