We’re proud to unveil our latest collaboration with the Marine Stewardship Council (MSC) - the global charity behind the blue ecolabel for sustainable seafood.
Every year, Sustainable Seafood September shines a spotlight on the small choices we can all make to protect the future of our oceans. This year’s campaign carries a message as bold as it is simple: Buy Blue, Protect Dinner.
Why it matters
From fish & chips on a Friday night to a steaming bowl of seafood pasta, the dishes we love depend on thriving oceans. But overfishing and unsustainable practices put those meals and the marine life behind them at risk.
The MSC blue label makes it easy for shoppers to choose seafood that’s been caught with care, helping ensure that our favourite dishes remain on our plates for generations to come.
Our creative approach
Working closely with MSC, we’ve developed a campaign that links the blue ecolabel directly to the meals people enjoy most. Whether it’s Grandma’s fish pie or your go-to prawn linguine, the campaign shows how buying blue is about more than what’s on your fork - it’s about protecting oceans and food traditions alike.
Through bold visuals, social activations, partnerships and PR moments, Buy Blue, Protect Dinner makes sustainability simple, memorable and empowering.
What’s next
Throughout September, the campaign will run across digital, social and out-of-home, amplified by retailer and brand partners across the UK. The goal? To make looking for the blue label second nature for seafood shoppers everywhere.
We’re thrilled to partner with MSC to inspire action at the checkout, proving that a small choice can make a big difference. After all, protecting our oceans starts with what’s on our plates.
Look for the blue label this Sustainable Seafood September.