Greenpeace wanted John West to stop using fish aggregating devices (FADs) to catch tuna because it was unnecessarily killing marine life. Would a stunt be enough to get John West to stop? We didn’t think so. But we did believe in the power of consumer pressure.

That’s why we developed an “anti-retail” campaign that shouted about John West tuna costing more. It wasn’t a monetary cost, but a cost to the environment. For every 10 kilograms of tuna John West catch, they kill an additional 1kg of marine life via their FADs. Therefore, one tin of tuna costs 10% more. 

The campaign ran across radio, online advertising, social media, print, point of sale and outdoor advertising. In just under 6 weeks John West released an official statement committing to friendly fishing methods in a matter of years. Two weeks later, Coles declared they would only stock tuna caught using sustainable fishing methods. Since then IGA has publicly said they will follow suit.