The in-store campaign will see the retailer install point of sale material, recipe cards, posters and shelf edge labels promoting sustainable fishing and MSC-accredited products.
Sainsbury’s fleet of online delivery vans will also be branded with the campaign imagery and the strapline “We’re driving MSC sustainably sourced seafood”.
The campaign creative features a shoal of fish and highlights that Sainsbury’s stocks the largest range of MSC certified own-label seafood including fresh, frozen, chilled and tinned fish.
The creative was developed by Saatchi & Saatchi.
The campaign also marks the tenth anniversary of the MSC certification mark, which assures consumers that fish products are sourced responsibly and can be traced back to the fishery and boat that caught it.
Sales of MSC fish account for 10% of Sainsbury’s fish sales, soaring 200% to £37.8m in a year.
Sainsbury’s fisheries manager. Ally Dingwall, says: “Through this campaign we hope even more customers will become aware of the benefits of MSC. Our approach is to offer MSC fish wherever we can and whenever it is available, which is why we’re the largest MSC retailer in the world.”
Last year, Sainsbury’s renamed the fish Pollack to Colin, in a bid to educate customers about more sustainable types of fish.