New Work From Cummins&Partners For John West Australia

New Work From Cummins&Partners For John West Australia
SHARE
THIS



Iconic seafood brand John West has recently launched its latest work developed with Cummins&Partners, The ‘Unlimited Edition’ Project. John West Australia has overhauled its supply chain and now only sources tuna certified by the Marine Stewardship Council (MSC), the world’s best standard in sustainability.

This accreditation makes John West Australia not only the best, but also the world’s most sustainable tuna brand. However, it also posed somewhat of a communications challenge as ‘sustainable’ is a difficult concept for many shoppers to understand, or care about.

John West Australia saw the need to re-frame its sustainable credentials in a way that consumers would readily understand. Insights from Cummins&Partners unlocked that people understood the concept of ‘sustainable’ equaling having something ‘forever’, and from this insight the ‘Unlimited Edition’ work was born.

To dramatise the possibility of a world without fish thanks to unsustainable fishing methods, John West launched a fake tuna brand called ‘Finnish Tuna’ in partnership with MSC and WWF.

They distributed cans of Finnish Tuna to unsuspecting commuters – only for them to find that, when they opened the cans, there was nothing in them but water and a message, “Imagine a world without fish”. This appealed to consumers to think about their choices at supermarket shelves and the impact they can have on the environment.

This was followed by the introduction of the John West ‘Unlimited Edition Can’ – turning typical marketing language on its head to celebrate John West tuna now being MSC certified. Further to this, John West is committed to reaching one million dollars for WWF ocean conservation projects, helping to ensure we have ‘healthy oceans forever’.

This will be supported with broadcast media, POS and digital content.  The entire campaign has also had a strong earned media component via social media and PR, developed and executed by Mango Communications in conjunction with Cummins&Partners.

Jim Ingram, co-ECD at Cummins&Partners said, “We are very proud of this work. Making people care about sustainability, and transferring that to sales of John West is a complicated communications objective.

“Our campaign has a number of moving parts, but all of it revolves around making it easy for consumers to understand that John West’s sustainable credentials are what makes it the best tuna.”

Stephanie Dore-Smith, senior brand manager John West at Simplot said, “From the pitch to production the Cummins&Partners team has been great to work with. Our idea has captured a lot of people’s imagination and we couldn’t be more happy with the work.”

CREDITS
Creative Agency Cummins&Partners
Creative Jim Ingram – Executive Creative Director Ben Couzens  – Executive Creative Director Chris Ellis – Senior Copywriter Aaron Lipson – Senior Art Director Damian Royce – Creative Director
Account Management Rod Mooseek – Group Account Director Brioni Pickhaver – Senior Account Director Alisa Mezhov – Senior Account Manager
Strategy Adam Ferrier – Global Chief Strategy officer James Bennett – Planner
PR Mango Communications Rebecca Ahern – Managing Director Amanda Sheat – Account Director Lauren Hunt – Account Manager Emma Paolucci – Account Coordinator
Production Company: Plaza Films Director: Paul Middleditch Executive Producer: Peter Masterton

Please login with linkedin to comment

Big Brother mark harris Ozzie Kheir

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]