09/26/2012 01:33 EDT | Updated 11/26/2012 05:12 EST

Norman The Cat Stars In Ad Touting Loblaw's Sustainable Seafood Program (VIDEO)

Move over Galen Weston. Loblaw's turned to a feline spokesman mascot to tout its sustainable seafood program.

The supermarket giant has vowed to make 100% of its seafood and seafood products sustainable by 2013, reports the Supermarket News.

The new ad, co-produced on behalf of Loblaw's and WWF-Canada, stars Norman an eco-conscious cat concerned about the environment. No the cat doesn't talk, but a voice over tells us that Norman has been doing everything from researching wind and solar power (sitting in front of a fan and batting at sunspots on the wall), upcycling plastics and paper (playing with bottles and paper wrapping) and meowing at other cats about his green ways.

According to the National Post the video was produced by John St., a Toronto ad agency, that gained notoriety last year for "Catvertising," their feline-inspired spoof on the modern day ad industry. Looks like they took their own advice to heart.