Jumbo: Centro Cuesta Nacional (CCN) - The Invisible Fish

Jumbo, a supermarket brand, increased awareness of the issue of over-fishing parrotfish in the Dominican Republic by removing its own parrotfish stock from its shops.

Advertiser: Centro Cuesta Nacional (CCN)Brand: Jumbo HypermarketsAgency: Partners Ogilvy & Mather, Dominic RepublicCountry: Dominican Republics

Objectives

Commercial objective: The Invisible Fish was not created with a commercial objective in mind, it was part of the Corporate Social Responsibility of CCN and its brand Jumbo.

Marketing objective: The action was not oriented to generate sales, just to generate awareness about the problem.

Communications objectives:Generate awareness about the importance of parrotfish in the creation and conservation of Dominican beaches and the devastating consequences of its uncontrolled consumption on the Dominican economy which...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands