The Singing Fish.

To encourage consumers to choose sustainably caught seafood, we cleared the fish counters at our partner retailers and stocked them with just one, lonely fish, singing his lonesome tune.

The Singing Fish.

To encourage consumers to choose sustainably caught seafood, we cleared the fish counters at our partner retailers and stocked them with just one, lonely fish, singing his lonesome tune.

Making the sustainable choice.

We had WWF-SASSI (South African Sustainable Seafood Initiative) pocket guides available for consumers to take with them. The pocket guide, which is also available for free-download on app-stores, contains a regularly updated list of endangered and sustainable seafood options.

Making the sustainable choice.

We had WWF-SASSI (South African Sustainable Seafood Initiative) pocket guides available for consumers to take with them. The pocket guide, which is also available for free-download on app-stores, contains a regularly updated list of endangered and sustainable seafood options.

Results.

• 230% increase in traffic, directly related to our activation, to online resources.

• The activation engaged an average of 37% of shoppers in store for more than 60 seconds.

• 96% of available pocket guides were taken by consumers.

Results.

• 230% increase in traffic, directly related to our activation, to online resources.

• An average of 37% of shoppers in store engaged for more than 60 seconds.

• 96% of available pocket guides were taken by consumers.