We created an original activation campaign, built on the concept that Aloha Tuna is one of the freshest tasting tinned tunas. Therefore, it attracts more than the public’s attention -in particular tuna’s biggest predator: sharks. To reflect this, we introduced remote-controlled sharks into a mall. These sharks wanted their tuna back and followed anyone with a tin of Aloha, obtained from free samples given out at our shark cage, or purchased in-store.

The desired outcome was to get people talking about the sharks chasing people with Aloha, and to understand that it is the freshest-tasting tinned tuna.

As it is so early in the launch, no official sales figures have yet been produced. However we are expecting strong results as thousands of Aloha Tuna tins were distributed on the day, successfully achieving our goal to create awareness. The activation campaign created great enthusiasm in consumers around the mall and supermarket, and many new product trials resulted.