John West appears to be behind the pace with a campaign for its Light Lunch ready-to-eat brand: a marathon-inspired TV advert breaks a week after tomorrow's London Marathon (April 23).

The £2m 'Be at Your Best' campaign, which will first be shown on May 1, features a typical marathon race, with the favourite Kenyan runner set to cross the finishing line in first place. However, someone dressed as a large fish leaps into the field at the last minute and beats him to the tape.

Jane Hilton, marketing manager at John West, said the adverts were targeted at women and aimed to emphasise the convenience and health credentials of the Light Lunch ready-to-eat products.