Tuna brand Safcol pushes environmentally-friendly fishing

Safcol’s new ad campaign

Tuna brand Safcol has launched an ad created by Rampage Creative contrasting its fishing methods with the “destructive” ones of other tuna brands.

The ad is also backed with a tactical campaign run by Sydney agency Inform Digital taking aim at rival brand John West via Safcol’s Facebook page.

The campaign is running at the same time as environmental group Greenpeace is targeting John West’s new fisherman Vs bear ad. Greenpeace has re-edited a version of John West’s ad featuring graphic images of marine animals that the group claims were caught as a result of John West’s fishing methods.

Safcol and Greenpeace did not work together on their campaigns.

Marketing manager Deane Devilliers told Mumbrella: “We didn’t want to make our ad too gory. That’s Greenpeace’s job.”

John West’s launched its Fisherman V Bear ad, created by BWM, earlier this month.

John West’s owner, Simplot, had not returned Mumbrella’s calls and emails at the time of writing.


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