Fresh new look for John West’s canned fish
JOHN WEST is sailing into September with a series of category-leading initiatives aimed at driving value into Canned Fish. These include a fresh new look and feel for the brand, combined with extensive in-store and shopper marketing activity.
JOHN WEST is sailing into September with a series of category-leading initiatives aimed at driving value into Canned Fish. These include a fresh new look and feel for the brand, combined with extensive in-store and shopper marketing activity.
Throughout September, an eye-catching new livery is being rolled out across the entire range, highlighting John West’s 154 year heritage and the brand’s strong relationship with the sea. In addition, new shelf ready packaging and a simple tier system will be implemented in store. Each carrier, be it Brine, Sunflower Oil, Springwater or Olive Oil, will be identified by a separate colour label and tray. These initiatives aim to help consumers navigate the complicated canned fish fixture and ultimately drive category value.
Mick Wain, Commercial Director at John West, says, “Our extensive shopper research shows that canned fish is complicated, the fixture is difficult to navigate, and there is a lack of consumer understanding about what is available. By implementing these changes, we expect to significantly improve the shopper experience.”
The category initiatives are being supported by an exciting £6+ million marketing campaign which aims to firmly re-establish John West’s sea credentials and fishing expertise, in order to drive consumer appeal. The campaign will include a significant investment in TV advertising, online advertising, a new website and a heavy-weight PR campaign.
This follows the company’s most recent announcement of a new challenging plan in support of tuna sustainability and marine biodiversity. The plan kicked off with the launch of a new pole and line sourced tuna range and a range of salmon, mackerel and sardines that carry the Marine Stewardship Council (MSC) logo which are available in supermarkets nationwide from September.
Source: John West
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