The Story of the Can

At a time when sustainability of fishing stocks is growing ever more important, John West wanted to show that they were taking the lead as one of the world’s largest tuna providers. We advised them to put the tracking code that’s printed on every can at the centre of a new marketing campaign. This code allows the consumer to trace the fish in their cans right back to the trawler that caught it. The campaign ran on TV, radio and digital and not only shot John West to the top of the Greenpeace sustainability rankings, it transformed their business success by achieving incremental sales of £17m which equates to an ROI of 9:1. Watch our commercials or skip to the case study film at the bottom.