COOP Jednota Sledove Filety is a brand of canned fish that uses only the freshest wild herring with no additives.

But it is not a top seller because of perception and the lower shelves placement. The brief was to create in store communication that will make the product stand out.

We aimed not only to create awareness, but also demonstrate the freshness of the ingredients. So, we took the cans out of the shelves back to the water to launch The Swimming Fish Cans. By attaching fins that, just like the real ones, exert force against the water, the cans were able to swim exactly as live fish: forward, up, down and turn. The campaign was implemented in COOP Jednota’s biggest supermarket in April 2015.

In a shelf full of myriad of fish can products, COOP Jednota Sledove Filety grabbed people’s attention and became the first choice between canned fish products. The idea also increased awareness through pictures posted on social media.