40% of the fish served in Denmark comes from aquaculture – even though we have 8,750 km of coastline and Europe’s most diverse coastal fishery. Foreningen for Skånsomt Kystfiskeri wanted to change that. Together, we created Skrubben – a talking flatfish with attitude.

Skrubben became the face and voice of the campaign – speaking directly to canteen managers, decision-makers, and policy influencers. With humor and edge, we highlighted the need for more locally and sustainably caught fish in public kitchens.