WhatOnEarth connected the critically acclaimed documentary The End Of The Line, described as ‘the Inconvenient Truth of the Sea’, with Waitrose, the UK’s leading ethical retailer, under the Dot ‘Where does your fish come from?’

Waitrose invested over £2 million in promoting The End of the Line on waitrose.com, in stores, in monthly e-zines and Waitrose Food Illustrated (via a 20% off film ticket promotion), on radio and in the media.

With Waitrose’s support, the film premiered in over 50 cinemas across the UK on June 8th 2009 and the DVD will be released throughout Waitrose’s 220 stores, making it one of the most distributed documentaries in UK history.

But more importantly, the joint project has attracted high profile media attention both for the film and for Waitrose, as well as heightening awareness of the issue of overfishing, with major coverage in mainstream and film media. As a result of Waitrose’s lead, Marks and Spencer and Pret a Manger have responded to the question ‘where does your fish come from?’ by changing their own fish policy.

www.endoftheline.com
www.waitrose.com/endoftheline