Birds Eye is to launch an on-pack promo to mark the achievement its entire fish range now carries 100% Marine or Aquaculture Stewardship Council labelling.
The milestone made Birds Eye the “biggest brand in the UK” for certified sustainable and responsible seafood sourcing, it claimed.
The ‘Follow the Fish’ promotion will be carried across Birds Eye’s coated fish and fish finger ranges and will give shoppers the chance to win 4,000 Ocean Explorer plates and informative Ocean passports until 24 November.
Families will also be invited to use Birds Eye’s online Fish Provenance Tool - which tracks the journey of fish from ocean to plate. The promotion will be supported with a multi-channel campaign, spanning TV, digital and PR.
“The campaign forms part of our ongoing mission to drive awareness around the importance of responsible fishing,” said Birds Eye marketing director Steve Challouma.
“Our work with the MSC has never been more important in future proofing our oceans and the marine life that lives within them,” he added. “We’ve realised our aim of having 100% of our fish portfolio in the UK MSC labelled or ASC labelled, and we really want consumers - who are increasingly concerned about sourcing transparency - to feel inspired by our own commitment.”