Princes has unveiled a new ‘Fish for Greatness’ advertising campaign to highlight the benefits and responsible sourcing credentials of its tuna.
The £2m campaign includes a 30 second TV stint featuring comedian Tim Key, which is directed by Biscuit Filmworks director Jeff Low, Campaign reported.
Billboards and signs will also be placed across London, Manchester and and Liverpool, reading: “As natural as the sea and sometimes eaten our of the tin,” “greatness found in the cupboard next to the beans,” and “reach for greatmess and pop it in your basket.”
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The campaign also looks to showcase Princes commitment to source and sell 100% sustainable and certified tuna from Marine Stewardship Council (MSC) fisheries by the end of 2025.
Last year, the tuna brand published a roadmap featuring three key milestones, which will see it increase MSC-labelled certified tuna products to 25% by the end of 2023, 50% in 2024 and 100% by the end of 2025.
Princes Group marketing director, Jermey Gibson, said: “We always ‘Fish for Greatness’, and this campaign not only helps us in our mission to tell our customers how natural our tuna is through our playful approach to storytelling, but also reminds people of our commitment to provide tasty and responsibly sourced fish that households across the UK know and love.”
