1. Starting point

The internationally recognized tuna brand John West aimed to strengthen its position in the Finnish market. Known as a premium-quality brand, John West does not match the volume of more affordable private-label products or mass-market brands. Conaxess Trade Finland, the distributor of John West in Finland, wanted to increase brand awareness and encourage consumers to choose John West as their “everyday premium tuna.”

2. Solution

With the Otavamedia team, the right audience was easy to identify. Kotiliesi, a brand with a strong focus on food, effectively reaches consumers interested in cooking.

Simple and delicious recipes resonate strongly with audiences, making the commercial partnership with the short-form video platform Toukola the perfect channel to showcase premium tuna through engaging cooking content. The tuna-avocado bowl recipe was presented both as a native article and as a standalone video distributed on social media.

The campaign consisted of the following elements:

• A Toukola short-form video promoted within Otavamedia’s advertising network
• A native article on kotiliesi.fi/toukola
• Visibility in Kotiliesi and Toukola newsletters
• Distribution across social media channels
• Throughout the campaign, content was continuously optimized—for example, by fine-tuning headlines and visuals—to achieve the best possible performance.

You can watch the final campaign video alongside this case. To enable sound, click the icon in the lower left corner of the video.

3. Results

The spring campaign was met with great enthusiasm and generated strong visibility across multiple channels. The native article on Kotiliesi.fi reached 1.1 million impressions within Otavamedia’s network, while the appealing recipe video kept viewers engaged on the page for an average duration equal to the full length of the video.

The video also performed exceptionally well on social media, generating over 180,000 views and a high level of audience engagement.

“The recipe video we produced turned out incredibly appealing, and the campaign came together as a highly successful whole. What stood out to me in particular was the exceptionally long viewing time the video achieved on TikTok. In total, the recipe video was watched for over 153 hours on the platform—that’s a remarkable level of engagement with the John West brand,” says Thomas Reenpää, Commercial Producer at Otavamedia.