Marine Stewardship Council (MSC) – Building the brand

Purpose
The MSC needed to increase its profile among producers, suppliers, processors, retailers and the public. As the label became more widely available on products in supermarkets it was important to raise public awareness of fishery sustainability issues.

Approach
A two-year communications strategy was developed. It incorporated a sustained media campaign; producing a wide range of collateral for all key stakeholders in several languages including the MSC’s first annual report; establishing a comprehensive website for industry and for consumers; and, harnessing high profile support from around the world.

Results
Media coverage increased by over 1,000% spanning print and broadcast media. The website became a repository for key information and hits increased to over 8,000 a month. Supermarkets around the world began to acknowledge the importance of providing consumers with the best environmental choice in seafood. Product lines in 2003 reached over 230 in 25 countries from just 7 certified fisheries. High profile support was lent to the MSC by HRH The Prince of Wales, Rick Stein and Jonathan Porritt CBE. The MSC was awarded the 2002 UK Charity Award for Best Practice.

Today, the MSC continues to enjoy a high profile. Products lines are increasing, new fishery applications are being assessed are rising and consumer awareness continues to increase.