Over a period of five years, Definition has worked with the NFFO on a programme of activity designed to challenge and inform consumer and political misconceptions on sustainability, actively engaging MPs, policy makers, industry bodies, retailers, journalists and influencers on major issues around fishing policy.
Campaign highlights include informing major policy changes around the discard ban and marine protected areas. Deck to Dinner – a campaign fronted by Masterchef’s Gregg Wallace that bought together Michelin starred chefs, national food critics, influencers and retailers to champion sustainable fish species at an event in the iconic Billingsgate fish market. And ‘Let Them Eat Hake’ – a multimedia campaign positioning Hake as the UK’s most sustainable fish, featuring national media outreach and bespoke video content developed for social platforms.
The campaigns received widespread national coverage and saw Definition win ‘Best Issues and Reputation Management’ campaign at the European PR Excellence Awards in Berlin. In addition NFFO was invited to present and provide content for the World Seafood Congress.