The Fishelin Star
The first campaign to enrich seafood sustainability
How can we make fish distribution more sustainable?
By partnering with the Michelin Guide to award establishments that comply with sustainable standards.
Oftentimes, what incentivizes food establishments (whether they’re restaurants or suppliers) is validation in the form of an award/endorsement. This gives them more credibility in the eyes of the public, who would not go through the effort of validating their business practices, otherwise.
The Fishelin Star makes sustainable establishments the obvious choice to consumers, and sets the bar for other establishments in the industry.
Strategy
Activation
The Fishelin Guide is launched in Singapore and Hong Kong, detailing the restaurants, suppliers, and markets that have sourced their fish sustainably.
The Fishelin Guide
A weeklong seafood festival is launched in Singapore and Hong Kong on World Oceans Day. Chefs from restaurants that are awarded a Fishelin Star are invited to cook at the festival, exemplifying the good food that can be made with sustainably sourced fish.
Fishelin Festival
Online Activation
Popular food YouTubers from Singapore and abroad will be invited to dine in the first batch of Fishelin restaurants to promote the Fishelin Guide and to promote Conservation International’s initiatives to an online audience.
A online game is released, promoting the launch of the Fishelin Guide as well as the Fishelin Festival, where users can win real life prizes that can be redeemed at the festival. Through the game, users learn about the dangers of overfishing, and are informed of Conservation International’s initiatives.