Welcome to FIS   Sponsored By
United States
Subscribe to FIS | Register with FIS | Advertise with FIS | Newsletter | About FIS | Contact us
If you would like to send us an article, contact Margaret Stacey

MSC's marketing toolkit will enable retailers to quickly create campaigns that promote their commitment to sourcing sustainable seafood (Photo: MSC)

MSC Introduces Web-based Marketing Toolkit

  (UNITED KINGDOM, 5/21/2012)

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.

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

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.

MSC's car park banners help to create simple, impactful in-store educational messaging by announcing to shoppers upon arrival that MSC products are available in store

“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.

Aeon, Japan's largest retailer commitment to year-round marketing support, starting with an in-store campaign in 2010

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 March 2012, Dutch retailer Albert Heijn launched its third in-store campaign promoting MSC-labelled, sustainably sourced seafood under its private label AH pure & honest (puur&eerlijk) in stores throughout the Netherlands and as part of this campaign, MSC and Albert Heijn organised a special consumer event in front of one of the biggest AH shops near Amsterdam.

To browse the Marketing Toolkit please visit http://marketing.msc.org

About the Marine Stewardship Council (MSC)

Marketing campaign at Albert Heijn

The Marine Stewardship Council (MSC) is an international non-profit organization set up to help transform the seafood market to a sustainable basis.

The MSC has developed standards for sustainable fishing and seafood traceability. Both standards meet the world's toughest best practice guidelines and are helping to transform global seafood markets.

The MSC runs the only certification and ecolabelling program for wild-capture fisheries consistent with the ISEAL Code of Good Practice for Setting Social and Environmental Standards and the United Nations Food and Agricultural Organization Guidelines for the Eco-Labelling of Fish and Fishery Products from Marine Capture Fisheries.

Source: MSC

Related News

Margaret E.L. Stacey
Editor Companies and Products

Information of the company:
Address: Marine House, 1 Snow Hill
City: London
State/ZIP: England (EC1A 2DH)
Country: United Kingdom
Phone: +44 (0)20 7246 8900
Fax: +44 (0)20 7246 8901
E-Mail: info@msc.org
More about:


View Larger Map


Click to know how to advertise in FIS
Seafood Nutrition Partnership Honours Tailwind Partner Donors
Organic Shrimp from Virgin Mangroves
Purest Tradition in the Fish Canning Sector
The Perfect Conditions for Salmon Farming
Revolutionary New Seafood Storage Product
Vegetables from the Sea
Natural and Environmentally Friendly Food Processing Technology
Sustainable Year Round Oyster Production
Exceptional Sustainable Wild-Caught Crayfish
World Leading Producer of Quality Seafood Products
Delicious and Crispy Tapas
Londoners Now Have Access to Sustainable Seafood
Half a Century of Expertise
Fishermen’s Finest: A Team of Excellence
King of Quality
Eastern Fisheries Grows Global Presence with Opening a Sixth Processing Facility
StarKist Creations Offers Five New Ways To Reel-In The Health Benefits Of Seafood
Seafood Champion Awards Finalists Unveiled
QCS Obtains Approval to Conduct Add-On Module for Aquaculture
Lewis Mills & Co. Achieves ASC Certification
More Articles...

Cargill completes Ewos acquisition
Norway Cargill has completed the acquisition of Ewos, a global leader in salmon nutrition, for EUR 1.35 billion.
Sustainable fisheries becomes focus of summit in Vigo
Spain More than 40 fishing ministers, deputy ministers and CEOs met in Vigo, convened by deputy director general of FAO Fisheries, aware that with fisheries and aquaculture as the core, the oceans can be a source of wealth provided that their exploitation is performed sustainably.
FAO’s initiatives granted support of international aquaculture sector
Worldwide Sub-Committee on Aquaculture supported the efforts of FAO in developing the Technical Guidelines on Aquaculture Certification and the Evaluation Framework to assess the conformity of aquaculture certification schemes with the guidelines.
Orkney crab to gain protected status
United Kingdom On a meeting with fishermen at the inshore fisheries conference, Rural Affairs Secretary Richard announced an application is being lodged to gain European protection for Orkney crab.
Maruha Nichiro Corporation
Nichirei Corporation -Headquarter-
Pesquera El Golfo S.A.
Ventisqueros - Productos del Mar Ventisqueros S.A
Wärtsilä Corporation -Wartsila Group Headquarter-
ITOCHU Corporation -Headquarter-
BAADER - Nordischer Maschinenbau Rud. Baader GmbH (Head Office)
Inmarsat plc - Global Headquarters
Marks & Spencer
Tesco PLC (Supermarket) - Headquarters
Pescanova, S.A. - Group Headquarters
Sea Harvest Corporation (PTY) Ltd.
I&J - Irvin & Johnson Limited
Blue Continent Products (Pty) Ltd - (Oceana Group Limited)
Pesquera San Jose S.A.
Nutreco N.V. - Head Office
CNFC China National Fisheries Corporation - Group Headquarters
W. van der Zwan & Zn. B.V.
SMMI - Sunderland Marine Mutual Insurance Co., Ltd. - Headquarters
Icicle Seafoods Inc. -Headquarter-
Starkist Seafood Co. - Headquearters
Trident Seafoods Corp.
American Seafoods Group LLC - Head Office
Marel ehf - Group Headquarters
SalMar ASA - Group Headquarters
Sajo Industries Co., Ltd
Hansung Enterprise Co.,Ltd.
BIM - Irish Sea Fisheries Board (An Bord Iascaigh Mhara)
CEFAS - Centre for Environment, Fisheries & Aquaculture Science
COPEINCA ASA - Corporacion Pesquera Inca S.A.C.
Chun Cheng Fishery Enterprise Pte Ltd.
Food Project (Siam) Co., Ltd.
VASEP - Vietnam Association of Seafood Exporters & Producers
Gomes da Costa
Furuno Electric Co., Ltd. (Headquarters)
NISSUI - Nippon Suisan Kaisha, Ltd. - Group Headquarters
FAO -Food and Agriculture Organization- Fisheries and Aquaculture Department (Headquarter)
Hagoromo Foods Co., Ltd.
Koden Electronics Co., Ltd. (Headquarters)
A.P. Møller - Maersk A/S - Headquarters
BVQI - Bureau Veritas Quality International (Head Office)
UPS - United Parcel Service, Inc. - Headquarters
Hamburg Süd Group - (Headquearters)
Armadora Pereira S.A. - Group Headquarters
NOAA - National Oceanic and Atmospheric Administration (Headquarters)
Omega Protein Corporation -Headquarter-
Marona S.A.
Marine Harvest ASA - Headquarters
Marubeni Europe Plc -UK-
Findus Ltd
Icom Inc. (Headquarter)
WWF Centroamerica
Oceana Group Limited
The David and Lucile Packard Foundation
Ajinomoto Co., Inc. -Headquarter-
Friosur S.A. - Headquarters
Cargill, Incorporated - Global Headquarters
Benihana Inc.
Leardini Pescados Ltda
Mitsubishi Corporation Marine Products Depts. D.Team
CJ Corporation  -Holding Headquarter-
Greenpeace International - The Netherlands
David Suzuki Foundation
Fisheries and Oceans Canada -Communications Branch-
Mitsui & Co.,Ltd - Headquarters
Ocean Trawlers Group - Ocean Trawlers HK Ltd.
Natori Co., Ltd.
Carrefour Supermarket - Headquarters
FedEx Corporation -Headquarter-
AKBM - Aker BioMarine ASA
Seafood Choices Alliance -Headquarter-
Austevoll Seafood ASA
Walmart / Wal-Mart Stores, Inc. (Supermarket) -Headquarter-
New Japan Radio Co.Ltd (JRC) -Head Office-
Gulfstream JSC
INVE Group - Head Office
Marine Stewardship Council - MSC Worldwide Headquarters
Royal Dutch Shell plc (Headquarter)
Genki Sushi Co.,Ltd -Headquarter-
Iceland Pelagic ehf
AXA Assistance Argentina S.A.
Caterpillar Inc. - Headquarters
Tiger Brands Limited
Morpol ASA - Group Headquarters
National Geographic Society
AmazonFresh, LLC - AmazonFresh

Copyright 1995 - 2015 Fish Info & Services Co.Ltd| All Rights Reserved.   DISCLAIMER