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The national promotion involves 150 “hand-picked high quality” restaurants offering special lunches for £12.50 or £15 and is part of a special 16-page, colour food and drink supplement included in the paper

Extensive marketing for the campaign includes advertising on radio and online.

Radio advertisements, using Lloyd Grossman and Tara Fitzgerald, will run on Jazz FM, Magic FM and LBC, while the online advertisements will feature on Londoneating.com and Lastminute.com.

Lunch with the FT passes will be available only from the Weekend editions on Saturday 12, Saturday 19 and Saturday 26 February.

Additional passes will be available online at ft.com/lunch throughout the three-week promotion.

This year’s campaign joins forces with the Marine Conservation Society – a UK charity dedicated to protecting the marine environment – in an attempt to highlight the sustainability of the fish eaten in restaurants and at home.
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Nick Lander, FT restaurant correspondent, said: “We hope to promote via this campaign the importance of the Marine Conservation Society in their bid to promote sustainable fishing.”

Chefs from participating restaurants have to use at least one fish or shellfish from a MCS list of 15 “fish-to-eat” on their menus during the three-week offer.

By Andrea Height