A video featuring children and the Minister of Fisheries dressing up in fishing costumes was part of a nationwide consumer-awareness campaign in Denmark. The campaign, run in September, was backed by all Danish retailers and some of the country's major seafood brands, and also gained political support from the Danish Fisherman’s Association.
The children's event in Copenhagen’s Town Square Rådhuspladsen on National Fish Day was a highlight of the week-long campaign, which aimed to drive consumer preference for certified sustainable seafood and increase the amount of MSC labelled seafood under own retailer brands. In the video, Karen Hækkerup – Denmark’s Minister of Food, Agriculture and Fisheries – recommends sustainable seafood as a wise choice for consumers, and shoppers interviewed in-store talk about their support for certified sustainable seafood.
The campaign also featured outdoor advertising, point of sale, leaflets sent to every household, social media and online campaigns engaging consumers, media coverage and PR events.
Initial findings show the number of MSC-labelled products increased by 40% in the year to September 2013, and a commitment from Dansk Supermarked, one of Denmark' s largest retailers, to sourcing 100% of its fish from either MSC or ASC sources by 2015. More results, including sales figures, are expected in the coming weeks.
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