Marketing - Promote sustainable seafood | Marine Stewardship Council

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

Foodservice tookit

Guidance on artwork and assets for foodservice and restaurant partners

Download the foodservice toolkit PDF

Retail 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

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