John West takes home global sustainability award for The ‘Unlimited Edition’ Project via C&P

Solidifying its position as Australia’s most sustainable tuna brand, John West Australia has been awarded the Best Engagement Campaign at the Ethical Corporation’s Responsible Business Awards in London, a first by an Australian organisation. The campaign, The ‘Unlimited Edition’ Project was created by Cummins&Partners with Mango Communications and Initiative Media.

Earlier this year, alongside the WWF-Australia (WWF) and the Marine Stewardship Council (MSC), a world leading brand commitment was made, to help end unsustainable fishing methods within the canned tuna industry in Australia.

The alliance with WWF and MSC is the result of years of the entities working together to find a way to overhaul John West’s supply standards within Australia, moving towards a more sustainable future for the world’s oceans.

The ‘Unlimited Edition’ Project saw consumers engage with a captivating social and environmental message, that promoted pro-social behaviour through traditional and new media channels, John West Australia surpassed its competitors to win the prestigious accolade.

Says Stephanie Dore-Smith, marketer, John West: “We’re extremely proud to be the first Australian brand to win this international award, being recognised on a global scale is instrumental in making real change. We’ve worked closely with our partners over the past 4 years to make this category shift – it’s timely momentum as we move into the next phase in leading the industry.”

The Ethical Corporation’s Responsible Business Awards is the world’s leading celebration of sustainability and responsible business, which recognise the world’s leading organisations in CSR, sustainable supply chains and communications.