Marine Stewardship Council

Feeding a Culture of Sustainable Living

For over two decades, the international non-profit Marine Stewardship Council (MSC) has led the sustainable seafood movement through rigorous, science-based certification standards for wild-caught seafood and strong industry-wide partnerships.

While the MSC has a strong foothold in European markets, they were looking to scale their impact in North America. BBMG partnered with the MSC to clarify their target audience persona, elevate the win-win value that the MSC offers, and concept and design a bold, playful, cross-channel campaign to inspire sustainable choices with a consumer who doesn’t want to compromise in the grocery aisle.

Our campaign launched in celebration of National Seafood Month across Instagram, Facebook, Twitter, Pinterest, Quora and select out of home markets. Nearly three-quarters of those who saw the campaign say it made them more interested in sustainable seafood, and nine in ten say that it made them more likely to buy fish with the MSC label.

The campaign allowed MSC to engage 22 commercial partners – retailers, national brands, and restaurants. MSC saw significant jumps in awareness of the MSC blue fish label from this campaign. In Seattle, recognition jumped from 28% in 2018 to 36% in 2019. In Toronto, recognition jumped from 28% in 2017 to 33% in 2019.

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Audience Research
Non-profit & Advocacy Campaign
Photoshoot

Connecting seafood from the ocean to our plates

From our research and from the MSC's global positional strategy, we knew that to break through, our campaign needed to connect seafood from the distant ocean to the immediacy of our dinner plates. To do that, we produced a custom photoshoot with a series of six seafood moments that feature the anticipation of biting into a delicious, MSC certified seafood dish. Each moment brings the ocean forward with intentional styling that captures the MSC’s mission of maintaining a healthy ocean for generations to come.

Designing for impact across platforms

All creative assets were designed for flexibility across digital channels and select out of home markets. With the support of our growth and performance marketing partner, SGS Agency, we were able to optimize our digital assets in-market and iterate throughout the duration of the campaign to maximize our impact and budget.

"Their deep understanding of people and what has the power to make sustainability desirable makes BBMG an invaluable partner to organizations seeking to transform industries and consumption habits for a better future."