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.”
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