John West Enriched TV ad

Source: John West 

The Enriched range was launched last September as part of a drive to reposition John West as a more health-focused brand

Canned fish giant John West has unveiled a new £2m marketing campaign to promote its Enriched Tuna range.

The omnichannel campaign aims to raise awareness of the range and highlight its health benefits to consumers.

The Enriched Tuna lineup launched in September 2021 as part of a push to reposition John West as a health and nutrition brand. It is available in three variants: Energy, Heart and Immunity, each with a range of added vitamins and minerals.

The campaign will focus on the Immunity SKU – a tuna in spring water line with added vitamin C to support the immune system – with a TV ad following how the product provides a girl with “inner strength” to go about her everyday life.

“This campaign is a significant investment for John West and the canned fish category,” said John West international marketing director Jon Burton.

“As market leader, John West needs to pave the way forward – to connect with younger consumers and shake up the category. Our multi-channel campaign activation aims to do exactly that – reminding consumers of the goodness in every can, plus the added health benefits of Enriched Tuna.”

The TV ad, developed by Havas London, will appear on Video on Demand, Gym TV and Sky AdSmart in February and in May for three or four weeks at a time.

It will be supported by a social media campaign and influencer content alongside retailer activations including promotional pricing, six sheets, digital coupons, barkers, secondary sitings and online e-commerce targeting.

The John West Enriched Tuna range is available in Asda, Morrisons, Sainsbury’s, Waitrose, Ocado and Amazon.