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Campaign: Promoting responsible fishing


Client: Findus
WPP company: Callegari-Berville Grey, France

Overfishing of our seas has meant that many fish stocks are dangerously low. Shoppers increasingly realise that many species are under threat and want to buy fish that comes from well-managed, sustainable sources.

Frozen food company Findus has committed to buying all of its fish from sustainable sources by 2010. Callegari-Berville Grey created an ad campaign to raise awareness of the problem of overfishing and to show how Findus aims to be part of the solution. Consumers were asked to ‘imagine a future without fish’, and shown a world where fishermen will have to catch cows, pigs and chickens to survive.