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Marine Stewardship Council
Agency briefing pack
The MSC‟s Agency Briefing Pack is
designed to provide creative agencies, as
well as in-house creative/design
departments w...
1. The MSC
2. Guiding principles for MSC
campaigns
3. Consumer strategy
4. Campaign guidelines
5. Sign-off process
6. Camp...
Marine Stewardship Council
Who we are
The MSC is an independent non-profit
organisation which sets a standard for
sustainable fishing.
Our mission is to use our...
Like Intel® the MSC functions as an
ingredient brand – in the case of the
MSC, providing reassurance to
consumers about a ...
The MSC value chain
The independently certified fisheries
adhere to national and international
fishery laws.
Fisheries cer...
Marine Stewardship Council
Guiding principles for
MSC campaigns
The guiding principles of the MSC‟s communications
Consistent Compelling
Positive
…messages that
recognise and reward our
...
BETTER TOGETHER
The essence of the MSC and its ability to deliver its mission is dependent
on successfully engaging with a...
The MSC’s values ensure the MSC meets the needs and expectations
of all our partners and embody everything the MSC stands ...
Marine Stewardship Council
Consumer strategy
Consumer strategy
It‟s good to change opinion – it‟s better to change behaviour
87% 12%
…of the population
reportedly care...
‘I’m concerned about it but what can
I do about it?’
‘How do they know it’s sustainable,
can I trust it?’
‘Price/Availabil...
3 steps to changing shopper behaviour
ENGAGEMENT REASSURANCE MOTIVATION
Consumers
respond to
messages of
hope
They need
ev...
Marine Stewardship Council
Campaign guidelines
9 golden rules that enhance the
credibility of the MSC, enhance
your CSR credentials, and
increase sales of your MSC
label...
1. Meet the spirit and the letter of all regulations covering
advertising and environmental claims
The MSC runs a certific...
2. Only include MSC labelled products in campaigns
• While you may have a range of products that are from MSC certified
fi...
3. Inspire shoppers by focusing on the positive
Communicate confidence in ‘a better future’ for fishing and the oceans
• F...
4. Champion the fishers
• The MSC ecolabel is designed to recognise and reward fisheries that have
demonstrated their sust...
5. Put emphasis on the word
„sustainable‟: it resonates with
consumers‟ values
• Clarify that the MSC ecolabel stands for
...
6. Highlight the „traceability‟
of MSC labelled products
• MSC’s traceability standard provides
the assurance that seafood...
7. Always refer to the MSC
mark as an “ecolabel”
• The MSC ecolabel is used to provide
assurance that seafood products are...
8. Talk about „MSC labelled
seafood‟ not „MSC seafood‟
• It would be misleading to talk about
‘MSC seafood’ or ‘MSC produc...
9. Encourage shoppers to take
action and look for the MSC
ecolabel
• Add a call for action on all materials to
encourage s...
Marine Stewardship Council
Sign-off process
• In line with the Ecolabel License Agreement, MSCI must sign off all use
of its ecolabel
• All campaign artwork must be a...
Marine Stewardship Council
Campaign inspiration
We’ve created a marketing toolkit to
enable you to quickly create campaigns
that promote your commitment to sourcing
susta...
www.msc.org
For more information please contact:
Marine Stewardship Council
Marine House
1 Snow Hill
London
EC1A 2DH
Tel: ...
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MSC agency briefing pack

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The MSC’s Agency briefing pack is designed to provide creative agencies, as well as in-house creative/design departments with important information on what makes the MSC program effective and unique to help implement and roll out successful consumer campaigns.

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MSC agency briefing pack

  1. 1. Marine Stewardship Council Agency briefing pack
  2. 2. The MSC‟s Agency Briefing Pack is designed to provide creative agencies, as well as in-house creative/design departments with important information on what makes the MSC program effective and unique to help implement and roll out successful consumer campaigns. Introduction
  3. 3. 1. The MSC 2. Guiding principles for MSC campaigns 3. Consumer strategy 4. Campaign guidelines 5. Sign-off process 6. Campaign inspiration Contents
  4. 4. Marine Stewardship Council Who we are
  5. 5. The MSC is an independent non-profit organisation which sets a standard for sustainable fishing. Our mission is to use our ecolabel and fishery certification program to contribute to the health of the world’s oceans by: • recognising and rewarding sustainable fishing practices • influencing the choices people make when buying seafood, and • working with our partners to transform the seafood market to a sustainable basis. The MSC
  6. 6. Like Intel® the MSC functions as an ingredient brand – in the case of the MSC, providing reassurance to consumers about a very specific but very important element of seafood ie. independent, third party assurance that the seafood has been sourced from a certified sustainable fishery. As an ingredient brand, the value of that promise is transferred to the host brand ie. when consumers see the ecolabel on-pack they trust the host brand has the highest commitment to seafood sustainability. The value added to seafood products and brands
  7. 7. The MSC value chain The independently certified fisheries adhere to national and international fishery laws. Fisheries certified to the MSC standard help secure abundant fish stocks and maintain the structure, function, diversity, and productivity of associated ecosystems. Processors that have achieved MSC Chain of Custody ensure identification, control and separation of MSC certified product. Distributors with Chain of Custody maintain the integrity of MSC certified products they supply to retailers, schools, restaurants and fishmongers. Seafood buyers’ preference for MSC certified products recognises and rewards sustainable fishing practices around the world. In over 84 countries people are buying MSC labelled seafood with the confidence that it has been sourced from a fishery that is safeguarding marine ecosystems for future generations.
  8. 8. Marine Stewardship Council Guiding principles for MSC campaigns
  9. 9. The guiding principles of the MSC‟s communications Consistent Compelling Positive …messages that recognise and reward our partners’ commitment …messages of how we work with partners to make a real difference …with our partners’ expectations and across the MSC globally
  10. 10. BETTER TOGETHER The essence of the MSC and its ability to deliver its mission is dependent on successfully engaging with a diverse group of partners. All of the MSC’s marketing and communications has, at its heart, the goal of advancing stakeholder engagement by communicating and reinforcing compelling messages about who we are, what we do, and how we work with partners to make a real difference. Our stakeholder focused philosophy:
  11. 11. The MSC’s values ensure the MSC meets the needs and expectations of all our partners and embody everything the MSC stands for and does. All communications materials should aim to bring the MSC values to life so that they build on the MSC’s reputation and meet our partners’ expectations of an organisation that is a credible, collaborative, effective, positive choice for change. The MSC values: Transformational Credible Passionate Collaborative Accessible Inspiring Positive Independent Global Meeting our partners‟ expectations
  12. 12. Marine Stewardship Council Consumer strategy
  13. 13. Consumer strategy It‟s good to change opinion – it‟s better to change behaviour 87% 12% …of the population reportedly care about the future of the environment …regularly buy products that are better for the environment Source: Roper Green Guage Study Base: 2,000 aged 18+, US, 2007
  14. 14. ‘I’m concerned about it but what can I do about it?’ ‘How do they know it’s sustainable, can I trust it?’ ‘Price/Availability’ ‘It should be glaringly obvious. I want to buy it but it needs to be easily accessible for me’ ‘I want to do the right thing but it has to be simple’ ‘I want someone else to do it for me’ Shopper‟s barriers to action – reasons often cited
  15. 15. 3 steps to changing shopper behaviour ENGAGEMENT REASSURANCE MOTIVATION Consumers respond to messages of hope They need evidence that this is something they can trust It’s a simple way for every shopper to make a difference Promise of a better future, abundance Independent, Global, Collaborative A positive choice for change The MSC’s hope and trust strategy
  16. 16. Marine Stewardship Council Campaign guidelines
  17. 17. 9 golden rules that enhance the credibility of the MSC, enhance your CSR credentials, and increase sales of your MSC labelled products Campaign guidelines
  18. 18. 1. Meet the spirit and the letter of all regulations covering advertising and environmental claims The MSC runs a certification and ecolabelling program, working with partners to transform the world’s seafood markets to a sustainable basis. The reputation of our partners, the credibility of the standard, and consumer trust in the MSC ecolabel must be maintained and enhanced by following a high level of ethical behaviour in marketing and communications. To that end, all types of advertising, marketing and communications shall: • be accurate, verifiable, relevant and not misleading • not cause offence • only make claims that can be backed up by existing documentary evidence that shall be available and provided upon request to relevant parties • ensure material information is not hidden or supplied in an unclear, unintelligible, ambiguous or untimely way. Campaign guidelines
  19. 19. 2. Only include MSC labelled products in campaigns • While you may have a range of products that are from MSC certified fisheries, if the products do not carry the MSC ecolabel they can’t be included in a campaign • The MSC ecolabel provides assurance to the public that a product comes from a certified sustainable fishery, as such, we cannot communicate about non-MSC labelled products • In addition, the use of the ecolabel is in line with our efforts to recognise and reward sustainable fisheries and meets shoppers’ requirements for a simple solution to identifying certified sustainable seafood. Campaign guidelines
  20. 20. 3. Inspire shoppers by focusing on the positive Communicate confidence in ‘a better future’ for fishing and the oceans • Fisheries around the world are demonstrating their sustainable fishing practices • You and many other seafood businesses and brands are committed to sustainable seafood • They (the shopper) can make a difference • Use pictures/photography of abundance Messages designed to cause panic eg. ‘crisis in the oceans’, ‘fish disappearing’ are not effective in changing shopping behaviour, they only increase shoppers’ feeling that there is nothing they can do. Avoid using pictures with only a few fish left in the sea. Campaign guidelines
  21. 21. 4. Champion the fishers • The MSC ecolabel is designed to recognise and reward fisheries that have demonstrated their sustainable fishing practices • Fishers are the heroes – they have met a very high, science based standard to demonstrate they are fishing sustainably • Some have made important changes to the way they fish, or are carrying out important new research • All of them are putting in great effort to monitor and track fish stocks and the impact of their fishing activity on the environment to ensure the fishery remains sustainable As a stakeholder-driven organisation, the MSC program should be characterised as incentivising change in the oceans, not as the driver of change. As an independent standard setter, the MSC program doesn’t communicate about or prejudge in any way fisheries that are not in its program. Campaign guidelines
  22. 22. 5. Put emphasis on the word „sustainable‟: it resonates with consumers‟ values • Clarify that the MSC ecolabel stands for sustainably sourced seafood • Where you have the opportunity, explain why they can trust the seafood really is sustainable • Always spell out that products are ‘MSC certified sustainable seafood’ as opposed to only ‘MSC certified seafood’ Campaign guidelines
  23. 23. 6. Highlight the „traceability‟ of MSC labelled products • MSC’s traceability standard provides the assurance that seafood comes from a certified sustainable fishery eg. ‘the MSC ecolabel provides consumer reassurance that products are fully traceable to a sustainable source’ Do not use the term ‘guarantee’ when describing traceability. While the MSC does have the ability to take action if traceability is broken or transgressed, ‘guarantee’ sets expectations that a legal provision is in place. Campaign guidelines
  24. 24. 7. Always refer to the MSC mark as an “ecolabel” • The MSC ecolabel is used to provide assurance that seafood products are using certified sustainable seafood – it is not a logo • In messaging use ‘Look for the MSC ecolabel’ – as opposed to ‘Look for the MSC logo’ Campaign guidelines
  25. 25. 8. Talk about „MSC labelled seafood‟ not „MSC seafood‟ • It would be misleading to talk about ‘MSC seafood’ or ‘MSC products’ as the MSC isn’t a brand and doesn’t own or sell any products • Describe products carrying the MSC ecolabel as ‘MSC labelled products’ Campaign guidelines
  26. 26. 9. Encourage shoppers to take action and look for the MSC ecolabel • Add a call for action on all materials to encourage shoppers to ‘look for the MSC ecolabel on-pack’ • Support this call for action by using POS to help shoppers navigate to and find where the products are in store eg. ‘look out for the MSC ecolabel’, ‘ask us more about the MSC’, ‘ask us which products are MSC labelled’ and using freezer stickers, shelf barkers, and price tags to highlight products Campaign guidelines
  27. 27. Marine Stewardship Council Sign-off process
  28. 28. • In line with the Ecolabel License Agreement, MSCI must sign off all use of its ecolabel • All campaign artwork must be approved by MSCI before sending your campaign to print Please send all final artwork to marketing@msc.org. MSCI aims to respond to all emails within three working days. • For more information, please contact your nearest MSC office. We look forward to working with you on many more campaigns… Sign-off process
  29. 29. Marine Stewardship Council Campaign inspiration
  30. 30. We’ve created a marketing toolkit to enable you to quickly create campaigns that promote your commitment to sourcing sustainable seafood. As well as containing a range of free-to- use images which you can download and tailor with messaging to match your own brand values and tone of voice, the toolkit provides many examples of how retailers and brands have already benefited from carrying out joint campaigns as well as a host of inspirational ideas from shopper marketing agency Saatchi & Saatchi X, which you are free to adapt to fit your own retail template and promote your MSC labelled range: Campaign inspiration http://marketing.msc.org/
  31. 31. www.msc.org For more information please contact: Marine Stewardship Council Marine House 1 Snow Hill London EC1A 2DH Tel: + 44 (0) 20 7246 8900 Fax + 44 (0) 20 7246 8901 info@msc.org Thank you

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