Challenging common misconceptions about Europe’s fishing industry

The client

Europêche is the European trade body representing 80,000 fishermen and 45,000 vessels from nine member states around the EU in an industry worth €7 billion a year.

The objective

The project aimed to dispel some of the myths about the fishing industry and its methods, and communicate a more positive, consumer-accessible face to the sector.

What we did

We embarked on an integrated communications campaign to counter negative and out-dated messages being peddled by NGOs and environmental campaigners. Highlights included the launch of iFish, an interactive information portal for consumers, at the Global Seafood Expo in Brussels, and a first-of-its-kind, pan-European survey exploring attitudes towards the fishing industry.


The campaign amassed more than 200 pieces of international coverage. iFish received widespread praise from across Europe and significant media interest.

We also won the Issues and Reputation Management category at the European Excellence Awards 2015 for our work on this project.


“We have been impressed at the agency’s insight, creativity and fresh approach. The team really challenged us to look beyond our traditional channels and spread our messages to a much wider, more mainstream audience, which was a key priority for us.” Kathryn Stack, Managing Director, Europêche