Case Study

John West Tuna

Putting calcium back on the agenda

Who we worked with

Jack Nimble


Liquid was tasked with getting young people to eat John West Calcium Rich Tuna — a can containing the average adult’s entire daily recommended calcium intake. The problem was, with the wellness industry mid-boom, calcium had lost its trend status. Beyond product conversion, our task was to create an integrated campaign to get young people caring about calcium again.

Enter the Tuna Trade-Up. With plant-based milk booming amongst young people, we rode this trend and called on all non-dairy coffee drinkers to think long and hard about how and where they were getting their calcium now that milk’s gotten the boot. During the campaign period, anyone ordering a non-dairy (read: low calcium) coffee was automatically hit with a calcium message, + a free can of John West to make sure their calcium levels stay high.


The campaign reached a hard-to-engage millennial audience in a way which uniquely resonated, riding off coffee culture and the non-dairy trend

9x social and digital media assets were created, 6x influencers were engaged across lifestyle, food, fitness and nutrition, a national media partnership was secured with Body+Soul on 2x weeks’ notice, and 19x cafes were engaged for sampling, with product available to those ordering a non-dairy coffee.



Reach across social and influencer activity


Reach via national media partnership


Product in hands via cafe sampling

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