September 24, 2013
World Wildlife Fund Canada has pulled its animated “We Don’t Farm Like This” spot from the web following complaints from the commercial fishing sector.
The ad, which MarketingMag.ca covered last week, was created by John St., the WWF’s agency of record, to promote Marine Stewardship Council or MSC-certified seafood.
However, the MSC demanded the ad be pulled from all of WWF’s media channels, calling it “confusing” and “negative” towards the fishing industry as a whole.
The ad showed several kinds of commercial fishing gear and methods being used on land to catch wildlife and harvest orchards. It ended with a call-to-action to buy MSC-certified sea food.
Aside from its goal of promoting MSC-certified foods, WWF Canada was using the spot to drive consumer awareness of its shifting brand.
“We felt that this was provocative, that it was bold, and I think it will help our brand a lot,” Lindsay Page, head of public mobilization at WWF Canada, told Marketing last week. “WWF is still seen as a species organization, so campaigns like these help the public understand our brand a little bit better and support that evolution.”