John West partnered with the WWF and spent millions overhauling their fishing practices. But Australians were still buying unsustainably sourced brands.

So we shut down the John West factory for a day to produce another brand  – Finnish Tuna. The catch? There was nothing in the cans. Except a message encouraging people to buy ‘Unlimited Edition’ John West sustainable cans. The stunt generated hundreds of articles and news coverage helping Austraians realise that if they don’t buy sustainable, our fish could be finished.