Joining forces to boost the MSC ecolabel
The campaign brings together three pioneering seafood brands, the world’s largest food retailer and the leading environmental ecolabel for sustainable fishing. Its primary objective is to show consumers that by choosing MSC-labelled seafood, they are making a positive difference to our world’s oceans.
The MSC ecolabel makes it easy for consumers to get involved and do their bit for the environment. It will be prominently featured in Les Jours Bleus.
The campaign will run in Carrefour Market from 27th January until 2nd of February and from 16th until 23rd of February in Carrefour Hypermarchés. More than 200 Hypermarchés and Carrefour Market will take part in the campaign with a wide range of MSC-labelled products on display [link to http://www.msc.org/fr/jours-bleus/produits-partenaires] (in French).
Reaching out to consumers
The MSC’s consumer communications strategy was developed in conjunction with internationally-renowned agency, Saatchi & Saatchi, who contributed their services pro-bono. The improved MSC ecolabel was launched in July 2009. Les Jours Bleus is the next phase in the MSC’s global campaign to add value to its partners. The planned programme of joint campaigns is designed to increase awareness of the MSC ecolabel at the same time as enhancing the sustainability credentials of the participating seafood brands and retailers. Their aim is to make MSC labelled products meaningful and important to shoppers and demonstrate the active commitment of our commercial partners.
What our partners say:
Carrefour launched its very first MSC-labelled product in February 2008. The group has since then widened its range and is now offering 25 MSC-labelled products under the Carrefour brand in its refrigerated section and on its fresh fish counters. Carrefour now offers the largest range of MSC-labelled retailers’ own brand products in France. Hervé Gomichon, Global Quality Director for the Carrefour Group, welcomed the launch of this joint campaign: “For Carrefour, it is important to offer our customers seafood products that support the healthy management of our marine resources. The MSC is at the very heart of the Carrefour Group’s seafood sourcing policy. We are committed to this path in order to offer our customers a wider range of sustainable seafood products.”
Nicolas Guichoux, MSC Regional Director – Europe, commented: “By taking part in this campaign and promoting their MSC-labelled range in stores, Findus, Connétable and Labeyrie are the first French brands to demonstrate such an active commitment to a sustainable future for seafood. Carrefour, which will host the first Jours Bleus campaign in its supermarkets and superstores, is responding to increasing consumer demand for fully traceable and sustainable seafood products. Environmentally conscious consumers will now be able to find out more about the MSC’s work in their nearest stores.” Nicolas Guichoux also added: “We would like to extend a special thanks to Saatchi & Saatchi for their invaluable contribution in the development of Les Jours Bleus.”
Steven Libermann, Marketing & Developpement Director, Findus France added: “We have been working hand in hand with the MSC for a number of years and we are delighted to see this joint-campaign become a reality throughout France. Each of these campaigns will help us raise consumer awareness about the conservation of our marine resources.”
Jean-François Hug, CEO of Chancerelle said: “The Connétable MSC-labelled range has been very successful since its launch in 2008 and we are delighted to join forces with Findus and Labeyrie to promote MSC sustainable seafood in Carrefour stores.”
Xavier Gaudio, CEO of Labeyrie added : “Our commitment to sustainable seafood is part of our company’s strategy. Our MSC-labelled products represent a significant part of our sustainable range. We are glad to be part of this campaign.”
