360-Degree, National Consumer Awareness Campaign

In October 2019, MSC US and Canada launched its first North American consumer awareness campaign reminding consumers that the MSC blue fish label offers a win-win solution for seafood purchases that are “Good for you and the ocean too.” Launched to coincide with Seafood Month, the goal was to leverage the broader conversation on seafood and enhance it to emphasize the importance of making sustainable choices. 

Designed to help scale the impact consumer purchase decisions can have on the health of oceans, with this campaign seafood suppliers rode the growing wave of sustainable living to fuel better seafood choices every day.

The multi-channel media mix includes outdoor advertising in targeted U.S. and Canadian cities identified for consumer openness and appetite for sustainable messaging and choices: Seattle, Los Angeles, Washington, D.C., Toronto and Vancouver. The campaign was complemented by a strong social media, display, and search marketing effort – targeting North Americans based on their values and interests and when they are actively searching for information on healthy and sustainable seafood.

Key results

• 132.4m impressions from out-of-home advertising
  
• 8.7m reach on social media advertising (Facebook, Instagram, Pinterest, Quora)
  
• 14.0m+ impressions from digital display advertising
  
• 1.4m reach through content creator partnerships
  
• 73m reach & 487 articles through PR efforts
  
• 22 commercial partners engaged (retailers, national brands, restaurants)
  

We saw significant jumps in awareness after this campaign. In Seattle, recognition of the MSC blue fish label jumped from 28% in 2018 to 36% in 2019. In Toronto, recognition jumped from 28% in 2017 to 33% in 2019 after the campaign.

Have any new tactics you want to try this Seafood Month? We’d love to hear about it.