Grayling has been appointed by John West, the UK’s leading supplier of canned fish, to manage its sustainability consumer PR programme.

Following a decision by John West to consolidate its PR efforts, the agency which already works for the brand to manage its CSR and corporate communications, has been briefed to bring to life the brand’s existing sustainability credentials in a more digestible way that will drive widespread awareness amongst consumers.  This supports the brands long-term vision of being recognised as the UK’s number one sustainable seafood brand.

In year one, the campaign will focus on educating consumers about its traceability credentials through the platform ‘Story Behind the Can’, which allows consumers to trace the John West can they have purchased back to its origin. 

Established in 1857, John West has been sailing the seas in search of the best quality wild fish for over 150 years.  As the largest and best known supplier of canned fish, John West takes its responsibility for sustainable fishing and the marine environment extremely seriously. 

Grayling Brands will work with the team at John West to harness the brands’ commitment to the long-term future of sustainable fishing, to grow awareness of its traceability credentials and reinforce its position as an ethical producer of canned fish.

Grayling Brands and Grayling Future Planet will work collaboratively to ensure a synchronised approach to all communications.

Asanka DeSilva, marketing controller, John West said: “We’re delighted to be working with Grayling Brands alongside Grayling Future Planet and are confident that the ‘one team’ approach is best placed to get our messages heard. This new consumer PR campaign is an extension of the existing CSR and corporate communications work that is currently underway. Critical to our success is driving an emotional connection with our consumers and central to this is ensuring they understand what we stand for.”

Nicky Law, director of Grayling Brands said: “We’re thrilled to be working alongside our colleagues in Grayling Future Planet to deliver a fully integrated plan on behalf of John West.  The story behind the can is incredibly compelling and we relish the chance to utilise our brand know-how to ensure that John West becomes widely recognised for its sustainability credentials among consumers.”