Gode Nyheter! (Good News!)
Our work with the Norwegian Seafood Council (NSC) hit the headlines this week as news of the European Ban on fish discards reached the British media.
Ahead of last week’s EU fisheries meeting our PR team prepared an extensive case study on Norway’s sustainable fishing practices for key environmental journalists.
Norway banned the practice of fish discards 25 years ago. Their cold, clear waters now have an abundance of sustainable cod and haddock stocks - and from a consumer education perspective, provided our PR team with a great news hook.
Our team sprang into action, ascertaining how big and how far the story would go. In response, our NSC agency creative team developed a tactical press ad which ran in the Times, Daily Telegraph, the Guardian, the Observer, the Independent, i and Independent on Sunday.
The story will develop further over the coming weeks and months. We’ll update as our PR and Media teams continue to monitor the press and develop the Norwegian story.