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Consumers are increasingly concerned about sustainability. Promote your commitment to sourcing certified sustainable seafood and increase sales of your MSC labelled products.

According to a study by Nielsen, brands that combine effective sustainability communication with independent labelling benefit from increased consumer loyalty and trust. We can help. 


Use our library

As experts in communicating the benefits of sustainable seafood, we can help with consumer insights, imagery, messaging and other marketing materials. 

If you're an MSCI licence holder, you can find downloadable assets at our multimedia library.


Use our marketing toolkits



MSC Foodservice toolkit PDF coverFoodservice tookit

Guidance on artwork and assets for foodservice and restaurant partners  

Download the foodservice toolkit PDF

MSC retail toolkit PDF coverRetail toolkit

Guidance on artwork, POS and other assets for retailers

Download the retail toolkit PDF



Case studies

Inspiring examples of communicating sustainable seafood around the world.

Tin of MSC certified John West tuna

John West Australia

A national ad campaign to highlight John West’s commitment to MSC tuna and "to position ocean sustainability as the ‘norm’ and only option moving forward."

See the John West Australia case study

Pollock underwater, part of McDonald's campaign

McDonald's USA

Sustainability communication doesn’t need to be dry, as McDonald’s USA’s take on promoting the sustainable pollock in their Filet-O-Fish proved.

See the McDonald's USA Filet-o-fish case study

Man holding MSC certified mussels on board  boat as part of Lidl campaign
Lidl UK

Lidl took sceptic Chris – who had questioned the provenance of Lidl’s seafood on social media – to meet Douglas, one of the supermarket’s MSC certified mussel farmers on the Isle of Mull. The campaign ran in-store, across TV, cinema, press, radio, and social media.

See the Lidl UK case study

Bla Fisk Denmark

An annual joint marketing campaign between the MSC and Danish seafood retailers and producers.

See the Bla Fisk case study

Mr Lee cooking some sustainable seafood
Sustainable Seafood Week China

Co-organised by the MSC, WWF and CCFA. China's Sustainable Seafood Week began in 2014 and takes place annually.

See the Sustainable Seafood Week China case study

Aritz Aranburu on beach holding surfboard with MSC branded jacket in foreground

Mares para siempre

MSC Spain launched Mares Para Siempre (Oceans Forever) in October 2017 as an 'always on' campaign.

See the Mares para siempre case study

MSC 20th anniversary campaign Keep It Wild logo
MSC 20th Anniversary campaign

A global campaign taking place in 21 countries across 6 months.

See the MSC 20th anniversary campaign case study

Mike Retherford from the West Coast Groundfish fishery
Positively Groundfish

A campaign celebrating the recovery and MSC certification of America's iconic West Coast Groundfish fishery.

See the groundfish campaign case study

Sainsbury's  MSC wall branding

The UK supermarket's national in-store campaign using ‘brand walls’.

See the Sainsbury's brand wall case study

Shoal of fish underwater with coral in foreground.
Semaine de la peche responsable

France's annual national multi-channel sustainable seafood week campaign led by the MSC.

See the Semaine de la peche responsable case study

Bottles of MSC certified omega-3 krill oil and fish oil sold by Sam's club
Sam's Club and Lang Pharma

A US campaign with a commitment to consumer education and certified krill oil.

See the Sam’s Club and Lang Pharma USA case study


Taronga Zoo Case Study front

Taronga Zoo

Sydney's Taronga Zoo has been highlighting the blue MSC label for ten years. 

See the Taronga Zoo case study 

Sweden Bla Fisk Case Study front

Blå Fisk Sweden

Sweden's fourth annual Blå Fisk (Blue Fish) week involved 14 commercial partners. 

See the Blå Fisk case study 

More help

Apply to use the MSC label

Apply to use the MSC label

The blue MSC label makes it easy for your customers to select sustainable, wild seafood that they can trust.

MSC label guidelines

MSC label guidelines

Guidelines setting out the basic rules for how to use the MSC label on product packaging, restaurant menus, fish counters and promotional material.

Supply chain certification guide

Supply chain certification guide

An overview of what to expect from the Chain of Custody certification process.