Facing negative public perceptions of farmed seafood in the UK, the Aquaculture Stewardship Council turned to Whitehouse Communications to change the narrative. Working with food influencers and celebrity chefs, Whitehouse built a campaign that reached audiences across social media and the national press alike – reshaping public attitudes and reinforcing ASC certification as the mark UK consumers can trust.
The challenge
Farmed seafood had an image problem in the UK – consumers held negative views shaped by concerns over its environmental footprint, animal welfare, and quality. The Aquaculture Stewardship Council (ASC), the leading global certification scheme for farmed seafood, commissioned Whitehouse Communications to help reverse this perception and build public trust in ASC-certified seafood.
Our approach
Whitehouse developed a multi-channel campaign built on credible, third-party voices. Food influencers carried the message to digitally engaged audiences through relatable, everyday content, while celebrity chefs brought broader reach and authority through print media. Together, the two strands worked to educate consumers on the health and environmental benefits of responsibly farmed seafood, positioning ASC certification as the mark to look for.
The outcome
The influencer campaigns reached thousands of viewers across social media, while the celebrity chef campaigns secured coverage in national media titles, shifting public conversation around farmed seafood and strengthening ASC’s certification as a trusted standard for UK consumers.
