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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

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Margaret E.L. Stacey
Editor Companies and Products
[email protected]
www.fis.com


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