John West Bear Hug

John West canned fish, distributed in Australia by Simplot, is presented as environmentally friendly in this print advertisement featuring a fisherman and a grizzly bear, a reference perhaps to the classic “Bear” television commercial produced by Leo Burnett in 2000. John West has a close affiliation with the Marine Stewardship Council and is a strong supporter of the MSC’s mission to encourage and promote responsible, sustainable fishing practices globally. As a result, all John West Red and Pink Salmon products canned in Alaska carry the MSC certification. “Nature appreciates sustainable fishing”.

John West Bear Hug


The Bear Hug ad was developed at Grey, Melbourne by executive creative director Ant Shannon, copywriter Sharon Condy, art director Josh Murrell, agency producer Sandi Gracin, account director Ben Dalla Riva, account manager Tim Clark, with photography by Andreas Smetana and Michael Corridore retouched at Cream Studios.

  • Lee

    This Advertising seems a little misleading…

    Canned Tuna Guide from Greenpeace –

    Tuna brands play a key role in the overfishing crisis by selling us unsustainable tuna. It’s time every brand takes responsibility.

    Since we launched our first tuna ranking, Australian tuna brands have started to clean up their act. For the first time, Australians can buy a sustainable canned tuna brand – Fish4Ever. Aldi now leads the supermarkets as the first to have a sustainable seafood policy and to show support for marine reserves. Aldi also committed to end the use of destructive FAD fishing in its tuna range. IGA has also introduced a sustainable seafood policy for its suppliers.

    Greenpeace’s new Canned Tuna Guide reveals which brands to buy, and which brands still source overfished species or use destructive fishing techniques. Check out the tuna can, before the checkout.