The Marine Stewardship Council (MSC) has launched an online marketing toolkit to help more retailers and brands promote their commitment to certified sustainable seafood.
The online platform offers MSC partners a ‘turnkey’ solution to engage with consumers on seafood sustainability issues at the point of sale.
As consumer demand for certified sustainable seafood continues to grow, the web-based toolkit is designed to allow more MSC partners to take part in marketing activities that help drive shoppers’ preference for MSC labelled products, enhance partners’ sustainability credentials and reward fisheries that have demonstrated they are operating sustainably.
Created with the support of renowned shopper marketing agency Saatchi & Saatchi X, the toolkit follows their shopper journey model and includes everything required to Inspire, and Educate the shopper and help them Navigate to MSC labelled products in store. It also highlights a number of case studies of successful joint campaigns carried out by Albert Heijn in the Netherlands, Aeon in Japan, and Loblaw in Canada.
“For a number of years the MSC has been working with Saatchi & Saatchi X and retail partners around the world to create very successful marketing campaigns. The extraordinary results of the campaigns demonstrate how much shoppers value ‘sustainability’ i.e. with a little prompting they will act on those values in store”, said Simon Edwards, Global Marketing and Communications Director, Marine Stewardship Council.
“This online toolkit builds on the lessons that we have learnt and provides a wealth of inspirational ideas and materials that are available to all partners to download and which have been shown to connect with shoppers very effectively,” added Edwards.
The website shows how the ideas can be applied to a host of shopper touchpoints using examples created in a number of different languages by Saatchi & Saatchi X offices around the world.
Providing a flexible marketing solution has been a feature of MSC’s marketing support and partners with a valid Ecolabel Licence Agreement are free to adapt these ideas to fit their own retail template to promote their MSC labelled range.
In October 2011, Kaufland launched a four-week campaign in over 100 Kaufland branches with fish counters to raise awareness among the supermarket’s customers for sustainable fish consumption