Countering a dangerous news story with an opportunity to educate and entertain
A high-profile, clickbait-worthy lawsuit was being dragged from headline to headline – claiming Subway’s tuna was not real when, in fact, Subway only serve pole and line caught fish.
The brand needed to respond and reassure, particularly with Gen Z audiences. In short, to counter and educate.
We hijacked the popular game, Animal Crossing, to launch the #TunaForTuna challenge: a campaign that authentically tapped into existing gameplay and rewarded anyone who caught tuna in-game with a pole and line (the same way Subway does) with an actual Sub, in-store.
400+
Hours of fishing
233%
Increase in positive sentiment
3x One Show