LONDON--Grayling has been appointed by John West, the UK’s leading supplier of canned fish, to manage its consumer sustainability PR programme.

The appointment follows John West's decision to consolidate its agency relationships. Grayling already handles the brand's CSR and corporate communications.

The firm is charged with improving awareness of John West's sustainability credentials. Last year, the company partnered with Greenpeace to launch a sustainable tuna sourcing programme, after facing criticism of its fishing practices from the influential NGO.

The first year of the new campaign will focus on educating consumers about John West's ‘Story Behind the Can’ platform, which allows consumers to trace the John West can they have purchased back to its origin.

The business will be overseen by Grayling Brands and Grayling Future Planet teams in the UK.

“We’re delighted to be working with Grayling Brands alongside Grayling Future Planet and are confident that the ‘one team’ approach is best placed to get our messages heard," said John West marketing controller Asanka De Silva, in a statement.

"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.”