John West has appointed Graying to manage its sustainability consumer PR programme.
The canned fish company has enlisted Grayling to help realise its vision of being recognised as "the UK's number one sustainable seafood brand".
The first step of the campaign, 'Story Behind the Can', will tell consumers how they can trace the John West can they have bought back to its origin.
Asanka De Silva, marketing controller at John West, said: "This new consumer PR campaign is an extension of the existing CSR and corporate communications work that is currently underway. Critical to our success is driving an emotional connection with our consumers and central to this is ensuring they understand what we stand for."