The MSC blue fish label for seafood packaging allows consumers to verify their seafood comes from a fishery that meets rigorous, science-based standards
True to its roots of partnering with clients to develop solutions that drive lasting impact and help move society forward,Prophet – a global growth and creative firm – has teamed with the Marine Stewardship Council (MSC), a global environmentally sustainable fishing non-profit, to give consumers an easy way to help ensure future generations have access to sustainable seafood.
“Conscious consumers don’t need to work hard reading labels to know whether they’ve made a good choice,” said MSC U.S. Senior Marketing Manager Kristen Stevens. “All they have to do is look for the MSC blue fish label on seafood packaging to know their purchase will help protect ocean ecosystems and ensure wild fish populations remain healthy.”
“See the Label. Know You’re Good,” is the new tagline created by MSC creative partner Prophet, as part of an integrated marketing campaign that lets shoppers instantaneously confirm that they’re choosing wild-caught seafood that has come from an independently verified, certified sustainable fishery. The MSC label is a universal symbol in the seafood aisle that stands for wild, environmentally sustainable, and verified.
The world, according to Prophet Associate Partner Ankur Naik, is filled with signs and symbols (like green lights and walk icons) that help us make split-second decisions. “But in a sea of choices at the grocery store, things get tricky,” he argues. “Thankfully, there’s a seafood label validating that you’re making an every-day choice that has a lasting positive impact.”
Deliberately unveiled during National Earth Month when environmental awareness, sustainability, and action are top-of-mind ahead of Earth Day activities April 22, 2026, the effort aims to galvanize shoppers to make purchase decisions that are healthy for them and the planet. Oceans – which cover 70 percent of Earth’s surface, help regulate its climate, and supply much of its oxygen – are under immense pressure. With more than 3 billion people depending on oceans for protein annually, activating conscious consumers is a global imperative.
The campaign is grounded in MSC research compiled with Prophet last year that revealed how conscientious shoppers face barriers when buying seafood and trying to balance safety, price, health, and other concerns. “The MSC blue fish label eliminates the guesswork in seafood aisles,” added Stevens. “It brings confidence back to the shopping experience, making it easier for people to choose seafood that aligns with their values.”
The four-week marketing campaign includes outdoor advertising featured heavily near city bikeshare programs, on digital transit station kiosks, and on buses in New York, Los Angeles, and San Francisco. Additional media will run across Facebook, Intersection, Instagram, Instacart and YouTube. Influencers participating in the campaign include surfer Laura Sidoruk, recipe creator Mike Kubiesa, and outdoor photographer Bryan Dougherty.
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