Christa Catharina Müller Campaign
The Goodwins implements sustainability campaign for ASC and MSC
The non-profit organizations Aquaculture Stewardship Council (ASC) and Marine Stewardship Council (MSC) launched a large-scale campaign for sustainable fish consumption in September 2025. The message is clear: “The fish you choose is crucial for the environment.”
The transnational sustainability campaign focuses on encouraging consumers to look for the ASC and MSC labels when shopping. ASC (based in Utrecht) and MSC (based in London) are internationally renowned for their labels, which offer consumers quick guidance when purchasing sustainable fish and seafood products. The ASC promotes responsible fish farming, while the MSC focuses on sustainable fishing.
Es gibt nicht den einen Hero-Content. Vielmehr handelt es sich um einen Media-Mix aus Social Media, Außenwerbung, Radiospots sowie Handels- und Markenkooperationen, der die Botschaft direkt in den Alltag der Verbraucher:innen bringen soll. Die Kampagne wird in den DACH-Märkten, Belgien und den Niederlanden ausgerollt.
The campaign will run throughout September 2025 and will also be visible directly at the point of sale: Specifically, a number of measures will be implemented by more than 20 participating partners from the food retail sector, including Edeka, Netto, Kaufland, and Frischeparadies, as well as frozen food brands such as Iglo and Bofrost, and restaurant chains such as McDonald's and Nordsee.
Mirko Stolz, Creative Director at The Goodwins: “A particularly important aspect of the campaign for us is that we can start right where decisions about sustainable food are made: in supermarkets and restaurants.”
Quiz games, reels, and posts were created for the social media channels of the participating partners. Some food retail chains will set up digital steles or wall monitors with the key visual of the “Check your fish!” campaign at the POS or play campaign video clips on digital screens. ASC and MSC have also placed large-scale DOOH ads in popular shopping malls and on busy streets in various German cities with Ströer (Public Video Mall) and Wall Decaux (Digital City Light Board).
“Our campaign shows that sustainability is no longer a niche topic, but part of modern brand communication. The Goodwins has developed a clear, everyday implementation that motivates consumers to act consciously when shopping,” says Vivian Hopf, Marketing Manager MSC (DACH).