Blå fisk (blue fish), Denmark

In Denmark, Coop, Dansk Supermarked and SuperGros have joined forces to promote sustainable seafood to consumers in a new joint nationwide marketing campaign The initiative is the first of its kind worldwide.

The three retailers participating in the campaign, who together account for most of the Danish supermarkets, have teamed up with the Marine Stewardship Council, eight leading Danish seafood brands and the Danish Fishermen's Producer Organization for the first MSC campaign in Denmark.

The blå fisk (blue fish) campaign will help increase shopper awareness and enable them to make a sustainable choice when buying seafood.

The campaign is supported by high impact point-of-sale materials, outdoor ads. It is also featured in consumer magazines and an online campaign.

Nicolas Guichoux, MSC Director Europe says: "This is a truly amazing demonstration of support for sustainable seafood. The MSC has run a multitude of joint marketing campaigns around the world but never have so many competing retailers, representing more than 90 per cent of the food distribution in one country, embarked on a joint marketing campaign."