Frontpage advises MSC in Denmark in regards to communications strategy, PR, content marketing, social media and films. Additionally, we develop and execute PR campaigns for the MSC label. All of our work is compiled in manageable reports.

Marine Stewardship Council is the international nonprofit organisation behind the MSC label, which can be recognised by a blue fish. MSC drives the world's most acknowledged certification programme for sustainable caught fish and shellfish. The MSC label is the consumer’s guarantee that the fish comes from a sustainable population, that the sea environment is protected and that the fishing is well managed.

In 2020 Frontpage made a campaign for MSC with the message: “Our sea, our fish, your choice.” The campaign focused on the fish caught in the seas around Denmark and that the consumer’s choice, when they buy fish in the supermarket, actually makes a difference for the life in the waters surrounding us. We executed the campaign using ads in newspapers and magazines as well as on the web – an example can be seen further down the page. A part of the integrated campaign consisted of posts on social media in combination with PR-work. Additionally, we made SoMe posts and sent out a press release in cooperation with MSC and Danish Fishermen PO, about the importance of MSC certified fishing for the seas around Denmark, which was pitched to all larger national and regional media.

Other examples of our work are:

A number of videos that we produced where a Danish fisherman tells the consumers why it is important to buy sustainable fish and how easy it is to get an overview of the products because of the blue MSC label. The films were made in cooperation with the discount chain Rema 1000, who let us film in one of their stores and shared the films on their channels afterwards. You can watch one of the films here.

In December 2020 Rema 1000 was able to celebrate that a whopping 85% of all the fish and shellfish sold in the chain’s stores were caught sustainably or bred responsibly. In cooperation with Rema 1000 and MSC we prepared a press release about the good news for release in January 2021. We put the news together with numbers from MSC’s latest consumer survey that showed that the amount of sustainable fish and shellfish sold had risen steadily during the last five years. Thereafter we versioned the press release into a retail oriented version and a consumer oriented version, before we sent the two versions to relevant media in Denmark. This strategy yielded good results as we secured coverage in relevant media such as Fiskeritidende and FødevareWatch.