The Marine Stewardship Council has launches a shopper marketing campaign in Germany with Saatchi & Saatchi X.
The campaign aims to inspire consumers to buy seafood from certified, sustainable sources, and is currently live across 200 Edeka stores with fresh fish counters until the end of the year.
Saatchi & Saatchi X, together with the MSC and EDEKA Rhein-Ruhr, created the campaign with varied in-store presence, using EDEKA banners and display columns. There will also be cross-selling campaigns, brochures with recipes, billboards outside shops and images on EDEKA’s 'freshness delivery vans'.
Marnie Bammert, MSC country manager for Germany, Switzerland and Austria, said: “Many consumers want to buy green. With the MSC ecolabel we give them a simple tool for this and make them part of the solution.
“The creative devised by Saatchi & Saatchi X skillfully integrates the MSC ecocolabel in the visual and verbal language of EDEKA Rhein-Ruhr, while placing the efforts of the retailer, in regards to sustainable fishing, prominently in the limelight along with the MSC ecolabel. The agency understands how to anchor our aspirations strategically and creatively in the minds of the shoppers.”