Ocean’s is big on offering consumers sustainably sourced tuna.

This month, the brand put shopper marketing dollars behind its eco mission, communicating its environmentally friendly products using shelf blades in stores across the country.

The program includes talkers that communicate its “Meal made. Ocean saved” and “Sustainably tuna makes a difference” messaging in Real Canadian Superstore, No Frills and Save On Foods stores.

“The shelf blade… is part of a 360 degree marketing campaign highlighting Ocean’s sustainable tuna and how consumers’ choices on which brand of canned tuna they buy can make an impact on the environment,” says Jackie Mendoza, Ocean Brand’s senior brand manager. “By choosing to buy Ocean’s tuna they are making a conscious choice to protect and preserve our oceans.”

The assets include prominent reference to the Marine Stewardship Council (MSC), an international non-profit organization, whose mission is to protect the oceans and seafood supply, and which works with industry stakeholders to ensure oceans are fished responsibly.

Ocean’s has kept its sustainability messaging straightforward, opting to conspicuously show and reference MSC certification, as it’s the symbol that most widely resonates with consumers.

Mendoza says it is honing in on a target consumer between 20 and 45-years-old, a group that is increasingly pushing back on overfishing and supporting cleaner oceans.

“Ocean’s is also a plastic neutral brand which means that for any amount of plastic we use in our operations, a measured equivalent of plastic waste is recovered and removed from the environment through recycling and/or waste management efforts,” Mendoza says.

In addition to shelf advertising, the campaign includes OOH, radio, social media (TikTok, Instagram), Google, and YouTube ads. Ocean’s creative agency is a Vancouver based shop, Blink.