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EDEKA Launches MSC Promotion Campaign

GERMANY - EDEKA Minden-Hannover, the largest region of Germanys biggest food retailer EDEKA, has launched a major campaign promoting MSC-labelled, sustainably sourced fish.

High impact point-of-sale materials, tailored to the corporate language and visual identity of EDEKA, will help increase shopper awareness and enable them to make a sustainable choice when buying seafood.

The campaign will feature in stores with fresh fish counters, and will run until 18 November. Its aim is to make EDEKA Minden-Hannovers wide range of sustainably- sourced seafood more visible to customers and increase consumer recognition of the MSC ecolabel. As part of the campaign, EDEKA customers can participate in a lottery of 100 tickets for SEA LIFE centres in Germany.

The campaign will be launched across 80 shops with fresh fish counters, including the store formats E-center, E-neukauf and E-Reichelt.

Posters, flyers, shelf signs and counter labels will inform shoppers about the MSC ecolabel and help them make sustainable choices when buying seafood. The campaign is supported by adverts in in-store leaflets, the SEA LIFE lottery and online communications.

Recent independent surveys show that German consumers are increasingly aware of the MSC ecolabel and are increasingly motivated to choose sustainably sourced products.

In-store marketing is an important driver for changing shopper behaviour. I am sure,the creative materials with its inspirational slogans will help breakup habitual shopping patterns and strengthen consumer awarenessof the choices available when looking for sustainably-sourced seafood products, says Dirk Groe-Wortmann, fresh produce coordinator at EDEKA Minden-Hannover.

This is the second in-store campaign run by EDEKA in collaboration with the MSC.

the Fish Site Editor

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