JOHN WEST Launches 360° Marketing Campaign For Enriched Tuna Range

£2m+ omnichannel campaign will drive consumer awareness and highlight health benefits of category-leading innovation

John West, the UK’s leading canned fish brand, today unveils a new marketing campaign to promote its Enriched Tunarange.

The omnichannel campaign, which has more than £2million investment behind it, aims to drive reach and awareness of the range, highlighting its functional health benefits to consumers who live a busy, active lifestyle. The campaign builds on John West’s recent brand re-positioning around physical and mental strength, underlining the products’ many natural health benefits.

It comes amidst increased demand for healthy products and functional nutrition has risen as a result of the Covid-19 pandemic, with consumers increasingly focused on the link between diet and health. With tuna already being a natural, high-protein food, John West is particularly well placed to respond to this demand.

Reinforcing the brand’s commitment to health and wellbeing as a category driver, Enriched Tuna is available in three innovative variants.

  • Energy – tuna in spring water with added Vitamin B to help reduce tiredness & fatigue
  • Heart – tuna in rapeseed oil with added Omega 3 to support the heart function system
  • Immunity – tuna in spring water with added Vitamin C to support the immune system.

The campaign will focus on the Immunity SKU.  The centrepiece is a 10-second TV ad in which a girl is supported by the food she eats as she goes about her everyday life. The ad highlights the health benefits of Enriched Tuna, which provide the ‘inner strength’ to get her through her day.

The ad will also appear on Video on Demand, Gym TV and Sky AdSmart, launching in two bursts – one this month (February) and one in May – and lasting for three or four weeks at a go. The ad was developed by creative agency Havas London, while media planning and buying was handled by Havas Media.

Supplementing this will be increased activity across John West’s digital footprint which includes Facebook, Instagram, YouTube, Google Advertising, and influencer content.  There will also be in-store and online retailer activations, including promotional pricing, six sheets, digital coupons, barkers, secondary siting’s, and online ecommerce targeting.

Jon Burton, International Marketing DirectorJohn West Foods said, “This campaign is a significant investment for John West and the canned fish category.  As market leader, John West needs to pave the way forward – to connect with younger consumers and shake up the category. Our multi-channel campaign activation aims to do exactly that – reminding consumers of the goodness in every can, plus the added health benefits of Enriched Tuna.”

John West Enriched Tuna is available in Asda, Morrisons, Sainsbury’s, Waitrose, Ocado & Amazon.

In line with John West’s commitment to ensuring that 100% of its packaging is reusable, or recyclable by 2025, the cans are made of fully recyclable materials, and the multipacks come wrapped in cardboard packaging.

John West, in accordance with Thai Union’s SeaChange® strategy, is committed to the most forward-looking and rigorous sustainability efforts. The tuna in all of John West’s products is fully traceable, from catch to consumption, allowing for complete transparency and high operational practices.

Source: John West

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