Integrated retail campaign
Greenpeace had been in long talks with John West over their use of fish aggregating devices (FADs) to catch tuna. These FADs were unnecessarily killing other marine life. Yet John West weren’t prepared to stop.
Meanwhile the public were buying ‘dolphin-friendly’ tuna without knowing the true cost to the environment.
So Greenpeace wanted an idea that aroused the public to take action, which would thereby put the pressure on John West to change their ways.