John West is revamping its brand identity to appeal to younger consumers and remind people of the benefits of a diet rich in seafood.
The new strategy is focused on the theme of sustained nutrition powering body and mind, using the new tagline ‘Eat Strong Go Strong’. The centrepiece of the campaign is a new TV advert, ‘Girl on the Move’ highlighting the health benefits of John West’s core products, No Drain Fridge Pot and the newly re-branded On the Go.
Jon Burton, international marketing director, John West Foods said, “’Eat Strong, Go Strong’ enables John West to own both physical and mental ‘strength’, and underlines our products’ many health benefits.”
“We want to remind consumers about the nutritional benefits of fish and make John West more modern and relevant to people’s lives, across different life stages,” he added.
Developed by Havas London, the new advert premieres on 9 August during Coronation Street on ITV. It marks a radical departure for John West whose advertising has traditionally focused on the brand’s 160-year-old heritage and the origins of the product.
Managing director Paul Stephenson said that John West had an incredible heritage in making healthy, natural fish accessible to all. “Our mission is continue this and to inject some energy, interest, and value back into the category, and to help consumers re-engage and embrace the new with us,” he said.
