Mobile marketing company Incentivated has launched a campaign that sends MMS pictures of fresh seafood on behalf of a food supplier. 

The messages consist of the Catch of the Day as it arrives in port each morning, and are sent to promote seafood from the Brakes Groups M&J Seafood brand to restaurateurs and wholesalers. 

The MMS includes a click to call action that allows recipients to call their nearest M&J Seafood branch and place an order for the freshest fish. The MMS showcases the types of fish landed that morning, as well as providing information about the catchs provenance.

The aptly named Jonathan Bass, managing director at Incentivated, says: “By bringing together the effectiveness of a click-to-call mechanism with a B2B MMS message, many restaurant owners now have a greater choice of the freshest fish which means they can make timely purchasing decisions. The DMA/IAB messaging research from late last year applies as much to the wholesale market as the retail one; recipients notice picture message advertising.”

Eroll Chimanga, Brakes Groups eCommerce manager, says: “We are really pleased to be able to deliver a UK-first for a wholesaler with this service using Incentivated. We recognise that mobile is increasingly important for business as well as retail customers.”

All M&J Seafood B2B advertising materials will include an SMS call to opt in to receive the MMS.