Getting John West to Change its Tuna
Category: David vs Goliath
Brand / Client: Greenpeace
Agency: Saatchi & Saatchi Sydney
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.
The idea was a John West retail campaign to REDUCE sales of John West tuna.
Greenpeace targeted the same core path-to-purchase and media channels that John West used, along with a few other channels. The campaign was carried through across various touch points from TV, radio, print, online to packaging.
Read the written case and view the full video to find out how this campaign achieve such great success.
Sean O'Brien, CEO of Carat Asia Pacific tells us what he likes about this campaign.
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