Extinct Fish & Chips
Australian Marine Conservation Society | Good Fish Seafood Sustainability Campaign
A DNA study by Macquarie University took samples from fish & chip shops around Australia and found critically endangered shark being served as Flake. So we opened a “Fish & Chip” shop with top chef Ben Shewry and put endangered shark* on the menu to shock Aussies with the deadly reality of their seafood choices. What’s under the batter, matters.
*No sharks were harmed in the making of this activation
The menu was a little fishy…perhaps Grey Skate takes your fancy - "trawler and longline caught in pristine Tasmanian waters. Serve this near mythial creature with a side of lemon”.
Even our fish & chip paper became a touchpoint to reveal the ruse.
And for the skeptics? We created DNA test kits for Aussies to sample their local fish & chip shop, to be included in the Macquarie University research study.