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Marine Stewardship Council breaks awareness campaign

The Marine Stewardship Council has begun a North American consumer awareness campaign. The effort, the first of its kind for the organization, encourages consumers to look for its blue fish label on seafood purchases, indicating the use of sustainable practices in its production. The campaign, developed by BBMG, consists of outdoor advertising in US and Canadian cities including Seattle, Los Angeles, Washington, Toronto and Vancouver. This is being accompanied by social media, online and search engine advertising. The creative features an updated visual style for the councils brand materials and the tagline, “A Good Catch For All.”

“People take action based on their deeply-felt needs and aspirations, so brands and organizations need to make sustainable living desirable and attainable in order to break through at scale,” said Raphael Bemporad, a partner at BBMG. “Our creative is rooted in the simple idea that choosing MSC certified sustainable seafood is a convenient and impactful win for consumers, their families and the planet.”

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