John West launches 360° marketing campaign for its enriched tuna range – Retail Times
John West, the UK’s leading canned fish brand, today unveiled a new marketing campaign to promote its enriched tuna range.
The omnichannel campaign, which has an investment of over £2m, aims to increase the reach and awareness of the range, highlighting its functional health benefits to consumers who lead active and active lives. . The campaign builds on John West’s recent brand repositioning around physical and mental strength, highlighting the many natural health benefits of the products.
It comes as demand for healthy products increases and functional nutrition has increased following the Covid-19 pandemic, with consumers increasingly focusing on the link between diet and health. As tuna is already a high protein natural food, John West is uniquely positioned to meet this demand.
Reinforcing the brand’s commitment to health and wellness as a category driver, Enriched Tuna is available in three innovative variants.
- Energy – tuna in spring water with added vitamin B to help reduce fatigue and 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 centerpiece is a 10-second TV commercial in which a girl is supported by the food she eats in her daily life. The ad highlights the health benefits of enriched tuna, which provides him with the “inner strength” to get him through the 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 will run for three or four weeks in a row. Advertising was developed by creative agency Havas London, while media planning and buying was handled by Havas Media.
Complementing this is increased activity on John West’s digital footprint, which includes Facebook, Instagram, YouTube, Google Advertising and influencer content. There will also be in-store and online activations for retailers, including promotional pricing, six-leaf, digital coupons, barkers, secondary sites, and online e-commerce targeting.
Jon Burton, Director of International Marketing, John West Foods, said: “This campaign is a significant investment for John West and the canned fish category. As a market leader, John West must lead the way – to connect with young consumers and shake up the category. Our multi-channel campaign activation aims to do just that – remind consumers of the goodness of each can, as well as the added health benefits of enriched tuna.
John West Enriched Tuna is available from Asda, Morrisons, Sainsbury’s, Waitrose, Ocado and Amazon.
In line with John West’s commitment to ensure 100% of its packaging is reusable or recyclable by 2025, cans are made from fully recyclable materials and multipacks are packaged in cardboard packaging.
John West, in line with Thai Union’s SeaChange® strategy, is committed to the most forward-looking and rigorous sustainability efforts. Tuna from all John West products is fully traceable from catch to consumption, allowing for full transparency and high operational practices.