Sealord has a shiny new logo - but inside the can - it's the same old tuna.
Sealord tuna is caught unsustainably using massive purse seines and fish aggregation devices. It's a method that indiscriminately kills all manner of other sealife.
So our message to Sealord today is Nice logo - Bad tuna.
As Auckland wakes up this morning to see the Sealord logo in a whole new light.
A citywide subvertisement campaign involving dozens of people began at 3am this morning. It includes what is possibly the world's largest tuna can, banners in central Auckland and on all main arterial routes into Auckland, a sky banner, mobile billboards and a blitz of posters and flyers throughout the city.
Here's the live feed from the day:
It's a message that can't be missed. Check out the live feed here - and you can help by taking the message direct to Sealord via their brand new Facebook page.
There are better ways to catch tuna and in fact all major canned tuna brands in the UK have announced they're phasing out tuna caught with purse seines using FADs.
With enough public pressure we can make Sealord do the same here in New Zealand.
More images on Flickr