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BJL launch £2 million campaign for John West’s light lunch range

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By The Drum Team, Editorial

May 2, 2006 | 2 min read

BJL has launched a £2million integrated marketing campaign for client John West to support the relaunch of the firm’s Light Lunch added value tuna range.

The work, which launches at the start of this month, will feature a new strapline: ‘Be at your Best’ and will be supported by a new TV ad entitled ‘Marathon Tuna’.

The campaign is aimed at women who understand that a good lunch makes for a more productive afternoon. The light-hearted theme of the ad follows in the footsteps of the hugely successful John West ‘Bear’ and ‘Shark’ campaigns that was created by Leo Burnett in 2001 and 2002 respectively.

The TV ad will be supported by press ads, DM and in-store shipper units, helping to drive household penetration and strengthen the brand’s already significant market share.

“The launch of the exciting and creative ‘Marathon Tuna’ TV ad is just the start of a massive and memorable marketing campaign that will run throughout the summer to support the relaunched John West Light Lunch range,” commented Jane Hilton, John West marketing manager. “The increase in cash rich, time poor consumers means Light Lunch is well positioned to meet the ever-increasing demand for convenient, yet healthy, foods.”

Lisa Nicholls, senior creative at BJL added: “We were lucky enough to be able to shoot the commercial around the actual Prague marathon. Big, epic shots of a genuine race allowed us to create a feeling of authenticity, until the large latex tuna burst onto the scene. You know that you have hit on something when even the most cynical members of the crew laugh as a fun runner dressed as a giant rubber tuna leaps across a finish line.”

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