Dr Mumbo

A very fishy marketing ploy

Former Big Brother contestant and some-time radio personality Michael Beveridge took to Twitter to register his amazement at the fact he was sent a free can of ‘Finnish Tuna’ saying: “I never get sent promotional products ever, but I just got sent a can of Finnish tuna and I’m really confused”.

Unfortunately for Michael, he still hasn’t received anything worthwhile, because like thousands of canned fish fanatics who were handed a free sample of the brand – the tin contained just a piece of paper showing a picture of the ocean with the words “imagine a world without fish”.

It’s fair to say he was somewhat disappointed:

michael beveridge finnish tuna

The whole thing was in fact a huge marketing stunt by the John West brand to spruik the fact that 95% of its tuna is now sustainably sourced, to help stop tuna stocks dying out.

Finnish tuna – geddit?

There’s also a lengthy explanatory TVC/case study video starring surfing legend Layne Beachley, which has gone up on John West’s Facebook page:

Can you imagine a world without fish? Watch as champion surfer Layne Beachley launches a new tuna brand.

Posted by John West Australia on Tuesday, 2 February 2016

Dr Mumbo also wonders how many of the people handed one of the cans went and bought a can afterwards because they suddenly felt like tuna.


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