We designed an activity that would attract attention of consumers immediately and change perception about canned tuna fish. We chose fishing districts by the sea in Istanbul where it’s very crowded because of weekend visitors (mostly families) and fishermen. We placed fish stalls filled with Superton tuna cans and tuna sandwiches by the coast, close to fishermen. We distributed Superton branded rain coats and buckets to fishermen and tuna sandwiches to stall visitors and families passing by. As a general rule: fishermen always compete for catching the biggest fish. So we offered visitors a souvenir photo with a “photo stand” which wrote “Superton memory” and showed them as real fishermen with a big fish. Also, we attached canned tuna to fishhooks of volunteer fishermen. The activity followed TV communication and was executed parallel to market activities to boost point of purchase with “as fresh as from the sea” communication.

The activity was executed at four main districts in Istanbul (Kuleli sea coast, Üsküdar caost, Galata Bridge, Arnavutkoy coast) on the same day to create WOM. We reached 100,000 people in one day and 500 people posed for Superton souvenir photos. After the activity campaign, Istanbul sales increased 6%, awareness increased 3%, perceiving canned fish as fresh perception increased 10% according to customer research results.