Since Findus was the only company producing fresh frozen food MSC certified, we decided to highlight it through the new Harmonica Range of freshly frozen fish.

We created for those products the strategy 'Only Selected Fish'.

We chose to talk about that from a different point of view.

We transformed several parish billboards.

These billboards were all placed near primary schools, in order to be sure to reach the main target. Every billboard hosted 25 toy fishes connected to a motion detector. Once a pedestrian entered the perimeter monitored by the detector, the fish started performing the song: 'Shake your booty' by Kool and the Gang, showing this way to be highly selected. We shot several videos of the operation and uploaded them on the web.

The results will be sent later in the written submission.