People don’t realise what they’ve got until it’s taken away. So we did just that. We released a tuna brand that would change the way people see tuna, forever. The catch? There was nothing in the cans, except a message from John West reminding people that if they don’t choose sustainable, our fish could be finished. We put out message straight into the hands of people when they cared about having fish the most – lunchtime, guaranteeing a response.

In one day, from supermarkets to train stations, we launched ‘Finnish Tuna’ with 15,000 cans across the country.

We invited the media to an event staged as a ‘new product launch’ with a press release talking about how the brand would ‘change the world’.

We sent cans to over 300 celebrities and media, and overnight our message in a can created a big splash, with over 700 pieces of coverage including major TV stations and newspapers across Australia, and globally.

To help amplify the campaign, we enlisted 7-time world surf champion Layne Beachley who launched our new brand to the media and appeared in a content piece showing reactions of Australians opening the cans that has generated 390,000+ views.

And we partnered with Channel 9 screening the 2-minute content piece during Australia’s most-watched morning program, Today.

We directed people to ouroceansforever.com.au to learn more and search for our eco-label in-store.

See confidential results below.