Ontario-based, CSR-savvy supermarket chain Loblaws announced back in 2009 that 100 percent of the seafood carried in its stores would be sustainably sourced by the end of 2013. So far, it seems that the retailer is right on track. Superb. 


And what better way to celebrate the company's progress by teaming up with WWF Canada to release a clever video starring a fierce, furry, and four-legged "eco warrior" named Norman that dutifully sorts recycables, eschews disposable bags, conserves both water and energy, and is super curious about renewable energy sources.


So what does this have to do with a grocery store's commitment to sustainable seafood, you may ask? Watch the video to find out ... 


I should also note the video comes courtesy of John St., a Toronto ad agency extremely well-versed in the ways of "Catvertising."


Via [TreeHugger]



Matt Hickman ( @mattyhick ) writes about design, architecture and the intersection between the natural world and the built environment.

Watch: 'Eco Warrior' kitty masters household greening
Meet Norman, a handsome and eco-conscious Canadian who has household recycling, creative reuse and both water and energy conservation down to a tuna-scented art