John West amplifies marketing efforts


SeafoodSource staff

Published on
February 9, 2010

John West on Monday announced that it launched its “biggest” marketing campaign ever to capitalize on its market leadership and the growing awareness of the health benefits associated with eating fish.

The Liverpool, England-based company is aiming to encourage more consumers to try canned fish.

The campaign will be designed by Cheetham Bell JWT, John West’s long-standing marketing agency.

“After a fantastic 2009, we’re set for an even bigger 2010, with a huge marketing investment to ensure the brand is front of mind for consumers and a stream of exciting innovation, which will being new and lapsed consumers into the category,” said Jeremy Coles, marketing director for John West.

Last year, the company launched John West No Drain canned tuna, which sold more than 2.7 million cans worth more than GBP 15.5 million (USD 8.6 million, EUR 6.2 million). The product innovation evolved in response to consumer research that revealed the mess as the No. 1 complaint in opening a can of tuna.

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