By Atuna.com
Major UK tuna brand, John West, has launched a series of comical, interactive stories on YouTube this week in a bid to connect with consumers.
The collection of short videos – which have already received over 100,000 views - are set aboard a John West fishing boat. Viewers are introduced to Old Sam, a kooky character who invites the public to learn about the story behind each bizarre item in his cabin.
From a piñata to a mannequin’s leg to half a dart board, viewers can click around Old Sam’s cabin to watch each unique video. In total, there are 29 different tales – all less than a minute – and they complement John West’s “Discover the Story†campaign, which lets consumers track their tuna back to the boat that caught it.
“We want our customers to be able to discover the story behind their can as well as discover the wacky and crazy stories from out at sea,†said Craig Gidley, John West’s brand manager.
Atuna purchased a John West can of “ No Drain†tuna to “Discover the Story†behind the product. By entering the source country, bar code and can code (all information provided on the can) on the company’s website, Atuna learned that the tuna was caught by the “Albacan†fishing vessel in Seychelles, in the Indian Ocean. While the website provided a recipe for tuna fishcakes, it did not offer the fishing method that was used to catch the tuna. Also the species was online identified only a tuna – while the can showed inkjetted on the lid yellowfin. No information on sustainability was provided.
