Dutch shoppers will find it easier to choose certified sustainable seafood during the AH puur&eerlijk (pure&honest) sustainable catch promotion, in Albert Heijn stores throughout The Netherlands this week.
For the second time, the campaign brings together puur&eerlijk, leading retailer Albert Heijn's umbrella brand for sustainable products, and the Marine Stewardship Council. Its primary objective is to show consumers that by choosing MSC-labelled seafood, they are making a positive difference to our world's oceans.
More than 800 Albert Heijn shops will take part in the campaign with a wide range of MSC-labelled products on display. Besides instore promotions, the campaign also aims to inform consumers about the importance of sustainably caught seafood and the impact their choices can make.
The MSC’s consumer communications strategy was developed in conjunction with internationally-renowned agency, Saatchi & Saatchi, who contributed their services pro-bono. The improved MSC ecolabel was launched in July 2009. The joint marketing campaign with AH in The Netherlands is, along with similar campaigns in the United Kingdom (Sainsbury's) and France (‘Les jours bleus’ featuring Findus and Labeyrie products in Carrefour stores), the next phase in the MSC’s global campaign to add value to its partners. The planned programme of joint campaigns is designed to increase awareness of the MSC ecolabel at the same time as enhancing the sustainability credentials of the participating seafood brands and retailers. Their aim is to make MSC-labelled products meaningful and important to shoppers and demonstrate the active commitment of our commercial partners.
Albert Heijn launched its very first MSC-labelled product in 2009. It has since then widened its range and is now offering 24 MSC-labelled products in its refrigerated and fresh section under the category AH puur&eerlijk sustainable catch. Albert Heijn offers the largest volume of MSC-labelled retailers' own brand products in The Netherlands.
Sanne Zwinkels, Brand Manager puur&eerlijk says: "At Albert Heijn we do our utmost to support sustainable fishing. With our AH puur&eerlijk sustainable catch range we offer our customers a wide choice in seafood bearing the MSC ecolabel. We see that more and more customers are buying these products. To boost their customer appeal still further we are offering a 25 per cent discount on all AH puur&eerlijk sustainable catch products this week."
