The Marine Stewardship Council (MSC) rolled out its first North American consumer awareness campaign on 1 October to coincide with National Seafood Month.
The campaign seeks to remind and educate consumers about the MSC’s blue fish label, which “offers a win-win solution for seafood purchases that are ‘Good for you and the ocean too,’” the certifier said in a press release. Leveraging the broader conversation on seafood and emphasizing the importance of making sustainable choices is the ultimate aim of the campaign, MSC explained.
“The MSC is about solutions. As environmental issues take center stage in the media and consumer mindsets, now more than ever is the time for us to share the message that certified sustainable seafood is a credible tool for industry and consumers to take action in a positive way to ensure there are fish in the ocean forever. This supports the fishermen and fishing communities who work hard to protect our ocean resources,” said Brian Perkins, the regional director for MSC Americas, in a press release about the new launch.
BBMG, a brand and social innovation consultancy, developed the campaign narrative and materials, giving MSC a “refreshed look and feel with bold colors and photography, and playful, positive taglines,” according to the organization. Consumers are prompted to choose seafood they’ll “Feel Good About” and that’s “A Good Catch For All” via the campaign.
"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, the founding partner of 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."
A mix of media is involved in the campaign’s arch, including outdoor advertising in targeted U.S. and Canadian cities identified for consumer openness: Seattle, Washington; Los Angeles, California; Washington, D.C.; Toronto, Ontario, Canada; and Vancouver, British Columbia, Canada. Social media, display, and search marketing efforts targeting North Americans based on their values and interests are also a part of the campaign’s arsenal.
