Press release

The Marine Stewardship Council unveils 2019 campaign #FeelGoodSeafood

01 October, 2019

Consumers encouraged to choose the MSC Blue Fish

Washington, D.C. - The Marine Stewardship Council (MSC) today launched its first North American consumer awareness campaign reminding consumers that the MSC blue fish label offers a win-win solution for seafood purchases that are “Good for you and the ocean too.” Launched to coincide with Seafood Month in October, the goal is to leverage the broader conversation on seafood and enhance it to emphasize the importance of making sustainable choices. Developed by BBMG, a brand and social innovation consultancy dedicated to driving business growth and positive impact in theMSC_SeafoodMonth world, the campaign gives the MSC a refreshed look and feel with bold colors and photography, and playful, positive taglines. Consumers are encouraged to choose seafood they’ll “Feel Good About” and look for seafood that’s “A Good Catch For All.”

"People take action based on their deeply-felt needs and aspirations, so brands and organizations need to make sustainable living desirable and attainable in order to break through at scale. Our creative is rooted in the simple idea that choosing MSC certified sustainable seafood is a convenient and impactful win for consumers, their families and the planet," said Raphael Bemporad, Founding Partner, BBMG.

 “The MSC is about solutions. As environmental issues take center stage in the media and consumer mindsets, now more than ever is the time for us to share the message that certified sustainable seafood is a credible tool for industry and consumers to take action in a positive way to ensure there are fish in the ocean forever. This supports the fishermen and fishing communities who work hard to protect our ocean resources,” says Brian Perkins, Regional Director for MSC Americas.

Designed to help scale the impact consumer purchase decisions can have on the health of oceans, with this campaign seafood suppliers ride the growing wave of sustainable living to fuel better seafood choices every day.

The multi-channel media mix includes outdoor advertising in targeted U.S. and Canadian cities identified for consumer openness and appetite for sustainable messaging and choices: Seattle, Los Angeles, Washington, D.C., Toronto and Vancouver. The campaign is complemented by a strong social media, display, and search marketing effort – targeting North Americans based on their values and interests and when they are actively searching for information on healthy and sustainable seafood. Read more at


  • '{{item.Image.Title}}', {{item.Image.Artist}}, {{item.Image.Description}}