In January this year, QSR chain Subway found itself at the centre of a lawsuit in the US, which claimed that its tuna sandwiches don’t contain any tuna. The brand responded by reassuring customers that there was no truth to this claim and in fact, it serves skipjack, pole-line caught tuna, mixed with light mayonnaise.
To emphasise to its young target audience that Subway tuna subs contain 100% sustainably caught tuna and educate them about sustainable fishing, the brand launched a campaign in the UK and Ireland within the Nintendo Switch game, Animal Crossing: New Horizons, called Tuna for Tuna.
In the game, players fish for tuna with a pole and line – the same way Subway’s tuna is sourced. The Tuna for Tuna campaign offered free tuna subs in return for any tuna that players caught in the game; to claim a free sandwich people just needed to tweet @SubwayUK a screenshot of their Animal Crossing avatar holding the tuna, using the hashtag #TunaForTuna.
