The Marine Stewardship Council (MSC) asked my team at Looping Berlin to come up with a brand campaign to speak to an audience of young consumers who are both health conscious as well as ethically aware. The aim was to establish the MSC blue seal of approval as a quality mark to be sought out by shoppers – making the difference between putting the product in the basket or leaving it on the shelf.
I came up with the claim that sparked the creative: #besserfischer. Literally translating as “better fisher”, this claim is careful not to oversell the MSC’s seal as a cure-all. Instead, the idea is one of continuous improvement as the MSC counteracts the threat of overfishing in partnership with the industry.
The claim is especially impactful as it is a pun. Evoking “Besserwisser” – know-it-all in German, the claim is instantly recognisable and humorous while providing a sturdy hook for “better fishers” all over the world to tell their stories of sustainable fishing.