Canned fish brand John West has launched an omnichannel campaign to promote its Enriched Tuna range. The £2m campaign aims to drive reach and awareness of the range, highlighting its health benefits to consumers who live a busy, active lifestyle. It builds on John West’s recent brand re-positioning around physical and mental strength.
Enriched Tuna is available in three variants. The Energy variant comes in spring water with added Vitamin B to help reduce tiredness and fatigue. The Heart variant comes in rapeseed oil with added Omega 3 to support the heart function system. And the Immunity variant comes 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 provides 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 in February and one in May. The ad was developed by creative agency Havas London, while media planning and buying was handled by Havas Media.
The ad will be supported by increased activity across John West's digital footprint, including 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 sitings, and online eCommerce activity.
“This campaign is a significant investment for John West and the canned fish category,” said John West Foods International Marketing Director, Jon Burton. “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.”