Build a campaign

The shopper journey is central to creating a highly engaging and emotional in-store environment that brings improved results at the Point-Of-Sale by using strategic touchpoints to tell the right story in the right attention zones.
Dirk Göbel, Managing Director Saatchi & Saatchi X Frankfurt

We've developed a range of free-to-use images based around the journey shoppers take when they're looking for seafood. This is a great way to help you identify which elements are right for each stage of your customers' path to purchase.

You can adapt these free-to-use images and tailor messaging to your store's brand values and tone of voice to maximise shopper awareness of your commitment to sustainability and create a more effective shopper experience.

Shopper touchpoints in different languages

You can find example shopper touchpoints in English, Danish, Dutch, German, Swedish, French, Spanish and Portuguese to use for inspiration and adaptation to fit your own retail template.

Shopper touchpoints in-situ

We have also set out examples following the shopper journey model to see what they could look like in-situ. These have been grouped into 3 main categories:

  • Navigation: creating prominence for the ecolabel
  • Education: enhancing partners’ brand equity and Corporate Social Responsibility claims
  • Inspiration: inspiring consumers to switch to MSC certified seafood.

Find out more about real life campaigns

Guidance on campaign

To help you make the most of your campaign, we've developed the MSC’s Agency briefing pack, providing you with more information about the MSC and guidance for your campaigns.