The MSC faced a unique problem promoting their eco-label in conveyor-belt shushi restaurant’s where diners often make decisions without the aid of printed packaging or POS. In collaboration with the chefs at Moshi Moshi, we developed sushi made with edible squid ink QR codes and laser-cut nori forming the distinctive eco-label. Each piece of sushi linked to a mobile site that traced where the fish was caught and featured a short film about how the sushi was made. The campaign brought the issue of sustainability to the attention of diners and press coverage helped grow awareness of the MSC eco-label far beyond the restaurant.