WWF-Canada, Loblaw begin joint promotion
WWF-Canada has begun an initiative in association with grocery store chain Loblaw Companies to promote the purchase of sustainable seafood. The promotion, developed by John St. Advertising of Toronto, is tied to Loblaw's commitment to sell only sustainably-sourced seafood at its retail stores by the end of 2013. The campaign includes an online video featuring a cat character called Norman the Eco-Warrior who documents his efforts to live a more sustainable life. The video has been posted to the WWF-Canada Facebook page. The effort will be supported with social media activities. "The idea that even the fish in cat food will be sustainable is a great way to communicate the scope of the commitment," said Stephen Jurisic, co-creative director at John St. "And who cares more about fish than a cat?"