John West has launched its Summer Salmon campaign to extend usage of red salmon beyond the traditional Christmas season. A £1m media ad campaign features the award-winning John West Bear. Below the line. backing involves promotional pallet boxes with cans and recipe booklets. The promotion is running in selected Safeways throughout the UK this month. General manager UK marketing Jeremy Coles said: "Consumers know and love red salmon: they need a little encouragement in the form of recipe booklets, which demonstrate the versatility of the fish." The campaign includes the theatre' of chefs making up dishes from the recipe booklets and instore salad bar demos. {{M/E CANNED GOODS }}