20 September 2011 - 11:29am | posted by | 1 comment

John West set for 6m brand campaign

John West set for marketingJohn West set for marketing

John West is set to launch a £6m marketing campaign which will include TV and online advertising, as well as a new website and heavy-weight PR campaign, in an attempt to re-establish the brand’s sea credentials and fishing expertise.

The brand has announced that it will undertake a series of initiatives which will aim at driving value into its Canned Fish range.

The brand is also set to receive a new look and feel, as well as extensive in-store and shopper marketing activity with fresh livery being rolled out across the range this month.

The aim of the refresh will be to highlight the brand’s 154 year heritage, as well as its strong relationship with the sea.

Mick Wain, commercial director at John West, commented: “Our extensive shopper research shows that canned fish is complicated, the fixture is difficult to navigate, and there is a lack of consumer understanding about what is available. By implementing these changes, we expect to significantly improve the shopper experience.”
 

The redesign was created by Coley Porter Bell, including a new positioning and new packaging design.

Coley Porter Bell

London

Seduce the subconscious, and convince the conscious. We leverage neuroscience to create Beautifully Persuasive brands that grow. ... Read more

Comments

Anonymous (not verified)
20 Sep 2011 - 15:02
Anonymous's picture

"...as well as its strong relationship with the sea."

Classic. Cheered me right up, that has.

0
0

Please sign in or register to comment on this article.

Latest Projects from the Profile Hub

Sports Bra Award Win

19/12/2014
Our super-star lingerie client, Wacoal Eveden, is...

Malibu - creating the perfect brand moment to enhance engagement

17/12/2014
The challenge How do you change customers’ perception of...

Driving Sales From Social During Black Friday

16/12/2014
The craze of Black Friday crossed the pond and hit the UK...

BREACH: LETS JACK

16/12/2014
‘Jack’ – the infectious track by British producer Breach...

Launching the Seasonal Cities App

15/12/2014
In Q3 2014 Rooster was tasked with launching the new travel...