Resources

Promote your commitment to a healthy ocean

Communicating MSC and your commitment to sustainability to your customers

Welcome to our Marketing Resource Page where MSC partners can find our most up-to-date resources for promoting your commitment to MSC certified sustainable seafood and a healthy ocean.

Available to all MSC partners, these assets are designed to help you educate your customers about the MSC program and your company's commitment to sustainability. Not sure if your company has a partnership with the MSC? Reach out to your local MSC representative here.

To download most of the assets here, you will need access to the MSC Multimedia Library. If you don't have an account, sign up for one here.

 

Current campaign toolkit

World Ocean Day

Little Blue Label, Big Blue Future

View our collection of resources (photos, videos, GIFs, web copy suggestions), and social media posts, and point of choice inspiration in the following toolkits.

Toolkit image of first slide

 

Plan ahead with our yearly calendar

The MSC North America Marcomms team organizes three main campaigns every year:

  1. February - March: Healthy Oceans Too
    Heart Healthy Month and Nutrition Month. The MSC leverages an established moment focused on healthy living to raise awareness of seafood that's 'Good for you and the ocean too.' We work with experts in seafood health to engage the public in a discussion about sustainable seafood. Assets developed for this campaign highlight ways everyday consumers can include more seafood in their diets to make a win-win choice for them and the ocean. Browse our Healthy Oceans Too collection for consumer-friendly language and campaign inspiration.
  2. June: Little Blue Label, Big Blue Future
    World Ocean Day & National Ocean Month. The MSC joins in on a global World Ocean Day movement, launching annually in early June, ahead of World Ocean Day on June 8th. The campaign celebrates collective everyday actions, like choosing MSC certified sustainable seafood, that protect our one shared ocean and contribute to a Big Blue Future. The MSC works with partners, ambassadors, and other ocean advocates around the world to promote the mission all month long. Browse our Big Blue Future collection for consumer-friendly language and campaign inspiration.
  3. October: Good For You
    Seafood Month. This month was initially created by seafood industry professionals to highlight a time of year when seafood sales are traditionally low, but it has since become a major opportunity for the MSC and our partners to highlight sustainable seafood and the many ways in which we can all enjoy it for generations to come! By working with culinary experts to develop recipes and engaging with MSC partners to highlight certified sustainable seafood products, we help consumers understand how easy it is to create meals that are a winner for dinner and the ocean too. Browse the Seafood Month collection for consumer-friendly language and campaign inspiration.


In addition to these moments, there are other dates throughout the year that the MSC leverages to create and post content, from larger campaigns to simple social posts.

 

MSC 101 Resources

Here, we've created a collection of MSC 101 resources that can be used to help educate your customers about what your MSC commitment means.

Feel free to use any of the following assets on your website, social media accounts, or printed materials to promote your commitment to MSC certified sustainable seafood.  

Blue Fish Guide

Explore and share the MSC Blue Fish Guide to Sustainable Seafood to help your customers learn how to incorporate sustainable seafood into a balanced diet without negatively impacting our ocean. The Blue Fish Guide shows seafood eaters how to consume seafood mindfully, creating meals that are "good for you and the ocean too" and includes a guide to shopping for sustainable seafood in their local markets.   

Consumer Talking Points

Below you’ll find some of the questions most commonly asked by seafood eaters and those looking to learn more about sustainability. Feel free to use them (either copied directly or rewritten to sound more like your brand voice) to help your customers understand why achieving MSC certification was important for your business and what it means to use the MSC blue fish label.

 

MSC certified fishery stories

The following collections focus on a different fishery involved in the MSC program and contain assets like photos, videos, social copy, and more for your digital channels. Click on the links below to view the assets for each fishery or search by species in the multimedia library. You can also view our collection of international fishery stories here.

Salmon

The MSC visited the Alaska Salmon fishery in the summer of 2019 to tell the ocean-to-plate traceability story of sustainable wild Alaska salmon through the lens of a fifth-generation Alaska native fisherman.

Download the toolkit

Pollock

The MSC visited the Wild Alaska Pollock Fishery in Dutch Harbor, Alaska in 2017 to tell the story of different families involved in the fishery and why sustainability is important to them.

View the assets

Groundfish

The MSC visited the West Coast Groundfish Fishery in 2017 to tell the story of a three-generation fishing family and their experience with the collapse and rebuilding of the fishery.

View the assets

Social media inspiration

You’re welcome to directly copy the following social posts for your own channels or adapt the language to better match your company voice. Feel free to use images from the Multimedia Library or use your own. Just remember that when talking about your MSC commitment, your imagery needs to show only certified products/fisheries, and please link to @MSCbluefish.

 

For additional social media inspiration, check out these fun and food-focused holidays.

 

Videos About the MSC

The MSC has an ever-growing collection of video assets that you are able to use on your website and social media channels. These videos can be embedded from YouTube by simply clicking the ‘share’ button on YouTube and then selecting the ‘embed’ option and following the prompts. Find even more videos on our YouTube channel.

MSC 101 videos

 

Fishery stories

 

How to cook seafood

 

Using MSC Resources

Frequently Asked Questions

What is the MSC Multimedia Library? Photo, video, and other assets are stored in the MSC Multimedia Library (MML). If you already have an account, you can log in here or, if you don’t, you can request access by filling out this short form.

Who is eligible to use the MSC’s marketing resources? Any partner who holds an MSC licensing agreement is eligible to use the images, graphics, design files, and other resources within the asset library. 

Are the materials free to use? Yes, most of the materials and assets within the MSC multimedia library are free for MSC certified partners to use as long as they are used in connection with the MSC and MSC labeled products. The rights to the majority of the materials are owned by the MSC and remain the property of the MSC, but some require the owner’s permission. Please check the usage rights or ask the MSC team before downloading. 

Is approval needed for all marketing campaign artwork? Promotional materials, marketing artwork, ads, and MSC claims need to be presented to and approved by the MSC.  

How can I get my marketing campaign artwork approved? Email NAmarketing@msc.org for approval requests. 

Do I need permission each time I use materials from the MSC media library? In general, you should follow the guidelines listed with each asset. All MSC claims, promotional materials, marketing artwork, and ads need to be approved. 

How can I receive additional information? If you would like more information, please don’t hesitate to contact the NA Marketing and Communications team at NAmarketing@msc.org

Who is my contact for approving packaging graphics and answering questions about the MSC blue fish label on-pack? Rosalyn Sharp, Ecolabel Account Manager, can answer your questions about using the ecolabel on packaging. She can be reached at rosalyn.sharp@msc.org

 

Additional Toolkits

Previous campaign toolkits & resources

All the assets in all our toolkits are designed to be evergreen, so please feel free to browse outside of the designated campaign timeline and adapt to your needs. Just be sure to send any adapted creative to NAmarketin@msc.org for review.

Split screen image of chef and woman eating

Little Blue Label, Big Blue Future

World Ocean Day and National Ocean Month toolkit (prepared May 2021)

Download the toolkit
Split screen image of a school of fish and a plated seafood dish.

Good For You and the Ocean Too

Seafood Month Toolkit (published October 2020)

View the toolkit
Split screen image of a salmon salad and Planet Earth

Healthy Oceans Too

Heart Health and Nutrition Months toolkit (published February 2021)

Download the toolkit
Questions or ideas? Please reach out to NAmarketing@msc.org or your local MSC representative.

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