Finless Foods Plant-based Tuna Launch
The Results
Online readership: 288M+
Placements: 24+ outlets
The Opportunity
Finless Foods was preparing to introduce a plant-based tuna product ahead of its broader rollout.
While the product itself was innovative, the bigger challenge was helping people understand why it mattered as part of a larger shift in how seafood is produced and consumed.
Our Work
Outreach focused on writers covering sustainability, food innovation, and environmental policy, positioning the product within topics they were already exploring.
Rather than leading with product features alone, the story centered on the company’s role in reducing pressure on global fisheries and rethinking how seafood is sourced. That framing placed the product within a larger narrative, making it more relevant and pitch-friendly to a wider range of outlets.
The Results
The campaign led to coverage across both consumer and industry publications. Finless Foods appeared in outlets that span food, technology, and sustainability, helping establish early credibility within a broader audience.
Like These Results?
FAQ
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The campaign helped introduce the product to both consumer and industry audiences, contributing to early credibility in a highly competitive category. It also positioned the brand within broader conversations around sustainability and food innovation.
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JS2 PR focused on shaping how the product was presented, ensuring it was understood within a larger context rather than as a standalone launch.
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The approach centered on aligning the story with topics journalists were already covering. By connecting the product to ongoing conversations around sustainability and food systems, the campaign made it easier for outlets to incorporate it into their coverage.