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The brand's tuna range will carry a code that consumers can enter into a dedicated part of the John West website, , to trace the tuna in the can back to where it was fished from, the species' name and the name of the John West boat, with an accompanying picture.

The new feature is supported by a £6m six-week marketing campaign including a TV ad that breaks today (10 October) and an overhaul of the brand's website.

The ad will focus on promoting the John West brand itself, targeting women, and will air alongside shows including 'The X Factor' and 'Downton Abbey'.

It explains the code system with a voiceover playing over humorous scenes of a group of fishermen out at sea catching tuna, and uses the strapline: "Discover the story behind every can."

The provenance information is initially available for canned tuna, but the brand intends to spread the feature to its tinned mackerel and sardine lines over the next nine months.

The campaign has been launched after John West ranked seventh out of eight brands in Greenpeace's 2011 tinned tuna league table, which ranks tinned fish companies according to their responsible sourcing and sustainability credentials.

The previous campaign for the brand, released in 2009, parodied its own brand campaign of 2001, in which a bear fought with a salmon, showing instead a man re-enacting the fight using a male doll and a toy bear.

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