Sustainable Seafood
Britain is developing a taste for fish. As consumption grows, supermarkets are selling species that were previously rarely seen such as sea bass, monkfish and scallops.
Promoting a sustainable future for the seafood industry is a priority for our client Seafish – especially across their flagship consumer campaigns - the Fish & Chip Shop of the Year competition and Seafood Fortnight.
For the 2007 awards we encouraged judges to introduce sustainability criteria to the fish and chip awards. Encouragingly most winning shops have a sustainable sourcing policy and are knowledgeable and passionate about eco-fishing and its impact on the environment. We set up for current British champion, Mark Petrou to be interviewed on national TV on the rising price of a fish supper due to concern over cod shortages. We briefed him to reassure viewers that 95% of the cod sold in chippies is caught outside the North Sea.
“Twice a week” is the message of Seafood Fortnight which encourages people to eat seafood responsibly. Consumers are increasingly focusing on traceability, therefore we encourage people to ask where fish comes from and eco-friendly celebrity chefs are chosen to endorse the promotion.