The Brief

John West tuna is caught using environmentally damaging methods. 10% of everything caught includes sharks, dolphins, manta rays and turtles. This innocent marine life totals 1 million kilograms every year. Greenpeace needed to tell the public about this issue in order to put mass pressure on John West to change their ways.

Describe how the promotion developed from concept to implementation

John West is one of the kings of retail, constantly offering discounts, 2 for 1 deals, coupons etc. And all in typical retail language. So we decided to use retail against the retailer. With all the same tricks and devices, we showed consumers how John West costs 10% more.

Describe the success of the promotion with both client and consumer including some quantifiable results

After just 6 weeks of the campaign, John West released an official statement committing to environment friendly fishing methods. A decision that will cost them millions of dollars to implement. 2 weeks later Australia's largest supermarket chain announced that they will only supply tuna caught using sustainable methods. Since then more chains have followed. The campaign was covered by major networks in Australia and on notable websites across the globe.

Explain why the method of promotion was most relevant to the product or service

By talking to the people who actually by John West in the retail language they are so accustomed to, we managed to be create a significant change in the buying attitude of these consumers. This resulted in decreasing John West's bottom line enough to cause them to really make a change.