Despite years of direct lobbying by Greenpeace aimed at John West to change their fishing practices, the Australia’s largest and most well-known brands of canned fish was still using tuna fishing practices that killed endangered turtles, blue whales, baby tuna and other marine life. Greenpeace was faced with a challenge that was simple yet incredibly difficult - force John West to change the way they catch their tuna and stop these practices from happening. 

With John West’s market dominance, media spend and in-store presence and Greenpeace’s limited production budget, it was a real David vs Goliath battle.

Read on more to find out how the idea of a John West retail campaign to REDUCE sales of John West tuna was carried out to achieve its objective.