February is Heart Health Month, and a key time of year when consumers are working to make good on their food, health and lifestyle intentions. The Marine Stewardship Council (MSC) annually uses this seasonal moment to drive awareness of its MSC Blue Fish label, and that when a product is certified it means a good choice not only for your health, but for the planet, too. At a time when media and influencers were still mostly quarantined - early 2021 - the MSC challenged SchroderHaus to produce a virtual event that would excite media and influencer interest, educate them on the benefits of the MSC, and also lead to coverage of the non-profit organization. As an added opportunity, SchroderHaus was able to tap into the talent of the recently announced first-ever U.S. ambassador for the MSC, Chef Gregory Gourdet, notable Top Chef contestant and host, as well as restaurateur.
Rather than produce an event from scratch, SchroderHaus partnered with the James Beard Foundation to produce a ‘Sustainable Seafood with Chef Gregory Gourdet’ event, adding credibility to the MSC’s story and tapping into JBF’s existing event promotion capabilities. The event featured Chef Gourdet straight from his very own kitchen, walking attendees through his tips on how to make two recipes featuring MSC certified seafood: Smokey Cod-Clam Chowder with Jalapeno and MSC Certified Wild-Caught Yellowfin Tuna with Avocado, Chipotle, and Hazelnuts. Additionally, the MSC’s senior PR manager was able to provide background on the MSC and answer questions on the importance of sustainable seafood and how to best look for sustainable options when at the store. SchroderHaus further enticed media and influencer interest by offering a home delivery of all necessary recipe ingredients via Amazon Fresh or Whole Foods, as well as a separate shipment of branded items from the MSC.
- SchroderHaus secured 30 media and influencer attendees for the virtual event, and only two people did not end up tuning in
- Media and influencer mentions on social had a potential reach of more than 100,000
- SchroderHaus’ event follow up has already led to three notable stories, including a feature in the Portland Mercury touting Chef Gourdet as the MSC’s first-ever U.S. ambassador, as well as stories in the Washington Post and Mashed on the importance of sustainable seafood and how readers can look for sustainable options while shopping at their favorite store - look for the MSC Blue Fish label!