Greenpeace has lampooned John West's newly launched 'Into The Woods' campaign with a spoof video revealing the company's "destructive" fishing methods.
The 'Reject John West' video has attempted to lift the lid on the brand's fishing methods, discussing the use of fish aggregating devices (FADs) which catch other marine life. Greenpeace has claimed that 10% of John West's catch has been sharks, turtles and baby tuna and that it has refused to change its fishing methods.
The spoof video poaches scenes from John West's spot but has interspersed it with graphic content of sea animals being killed. It features the tagline 'You would run a mile too if you knew the truth about John West Tuna', and is supported by an online petition asking consumers to tell the brand to end its methods. The campaign is part of a global Greenpeace push to end harmful industrial tuna fishing.
The Simplot-owned John West brand unveiled the latest instalment in its 'Best Your Best' campaign earlier this month, launching a television spot bringing back its iconic bear-fighting fisherman. It was promoted as a sequel to its original 2007 campaign, which now has over 2.6 million YouTube views, and was created by BWM. The new campaign has been executed across television, cinema, print, online and social platforms.
Greenpeace Ocean Campaigner Nathaniel Pelle said: “Australians love tuna, but people are horrified when the real cost of John West’s tuna is revealed. Ten percent of John West’s catch is made up of endangered sharks, baby tuna and turtles. These marine creatures are killed because the company continues to use outdated and destructive fishing methods.
"John West’s selection policy has to be based on mythology, because when Australians know the truth about what died for a can of their tuna, they’ll put another brand in their shopping trolley. Our spoof shows the reality of their destructive fishing and will help people to make more sustainable choices.
“Australian brand Safcol has already switched to sustainable methods. Other major brands, Greenseas and Sirena, are following suit, but John West has refused to change."
http://www.youtube.com/watch?v=paAhwKBLvOE
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