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
editorial@fis.com
www.fis.com


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


Location:

View Larger Map



 Print


Click to know how to advertise in FIS
MORE ARTICLES
Experts in Preserve the Best of the Sea
Exceptional Sustainable Wild-Caught Crayfish
Seafood Expo Southern Europe to Showcase Top Fish and Seafood Producing Nations
Chinese Huatai Biopharm Fish Oil Achieves Sustainability Certification
TUF and Its Subsidiary MW Brands to Acquire MerAlliance
Edo Abels Becomes Morubel MD
Banner Day for Bluefin Tuna
BioMar Chile Presents New Strategy for Sea Lice Control
Friend of the Sea Launches New App to Find Restaurants Serving Sustainable Seafood
Morgère to Promote their Popular Range of Trawl Doors at Icelandic Fisheries Exhibition
Copper River Celebrates Fall Coho with Sustainable Harvest Celebration
Your Independent Tool for Choosing Your Seafood Wisely
Legal Sea Foods Ad Campaign Dishes Distaste For Being Called A "Chain"
Marel Launches SmartLine Grader
New Greenpeace App for Choosing Better Canned Tuna
Future of Fish Publishes How-To Guide for Adopting Seafood Traceability Systems
High Quality Traditional Salmon with an Innovative Approach
54°North Omega-3 With Vitamin D3 Expands Distribution Across the US Market
Chilean Fish Processor Turns to Automation to Speed Production
Barcelona Affirms Its Position as a Strategic Destination for the Seafood Industry
More Articles...

Lenguaje
FEATURED EVENTS
  
TOP STORIES
Fisheries sector places discussion expectations on new Fisheries Commissioner
Spain The Spanish fishing industry expects the arrival of a new European Union Fisheries Commissioner signals the beginning of a stage with more "discussion and common sense", and a closer approach taken by Brussels of the fleet and the industry.
Whaling can harm the seafood business, reports warns
Iceland Several organisations opposing whaling expect that a recent study, revealing that this activity can harm Icelandic seafood product sales, warns the sector about the importance to review its links to the commercial capture of these mammals.
Zebrafish becomes key for aquaculture nutrition research
Chile A team of scientists suggests the use of zebrafish (Danio rerio) as an experimental model and ideal organism for preliminary assessments of aquaculture diets.
Fish processing firm sues Govt over trade ban
Russia Fed. A Russian fish-processing firm has filed a lawsuit against the Government with the Supreme Court due to the resolution to ban import of fish and other foodstuffs from Norway and other countries.
 
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-
Grupo Calvo - Luis Calvo Sanz, S.A. (Group 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
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
SeaChoice
National Geographic Society
AmazonFresh, LLC - AmazonFresh

Copyright 1995 - 2014 Fish Info & Services Co.Ltd| All Rights Reserved.   DISCLAIMER