MSC casts its net to sustainable-fish eaters
Challenge
To get 50+ seafood shoppers - people who are up for sustainable fish but typically buy it by accident - to choose the MSC ‘Blue Fish’ eco-label when purchasing.
The role of comms was to ‘educate’ the audience using a beautifully shot, emotive video asset.
Insight
We needed the audience to understand the care taken when catching fish sustainably, so that in turn, they take more care when buying.
Knowing ad-context can increase memorability by up to 60%, plus understanding ‘eating fish’ becomes top of mind at the end of week helped hone a tightly-targeted media buy.
Solution
We built a bespoke package with Sky Media on the basis of their food, shopping and wildlife channels & programming.
We drove value and reach by focussing the campaign into one partner and ensuring every last spot delivered contextual relevance.
After the campaign, 65% of UK seafood consumers agreed they were likely to buy MSC labelled products (YouGov)
MSC ‘All Hands on Deck’ (creative credit: PixelRain)