MSC - Buy Blue, Protect Dinner

The Marine Stewardship Council (MSC) challenged us to create the 2025 Sustainable Seafood September campaign, raising awareness of the MSC blue ecolabel and motivating young consumers to choose sustainable seafood.

Despite 52% of UK shoppers recognising the label, far fewer understood its meaning, creating an intention–action gap. The strategic challenge was to link the ecolabel directly to the meals people love most, making sustainability relevant at the dinner table and at the point of purchase.

The big idea: Buy Blue, Protect Dinner.

By connecting the MSC blue label with everyday dishes, from fish & chips to seafood pasta, the campaign made the act of buying sustainable seafood tangible and personal.

Rolled out across digital, social, and out-of-home, the work included bold visuals, retailer and brand partnerships and PR. The message was clear and memorable: choosing blue protects both our oceans and our favourite meals for the future.