Princes Tuna (volume leader in the canned tuna space) hadn’t changed their branding for 10 years. Amidst growing concern around the sustainability of canned tuna, it was important for Princes to give their branding a modern feel, which would communicate the company’s forward-focused vision, reflecting the health and sustainability credentials that Princes stands for today.

The challenge: Princes has extremely strong brand recognition, so any change to that branding would pose a risk.

Princes engaged Edelman Amsterdam to support the launch of their new branding. They needed customers to recognize the rebranded product as soon as it hit the supermarket shelves, and have a positive reaction to canned fish. This meant we needed to launch their new packaging alongside a marketing 'education' campaign that would challenge prevailing historic perceptions around the health and sustainability of canned tuna.