Tinned food brand John West has promised to launch its biggest ever marketing campaign this year.
While not disclosing figures of how much it will spend, the company has pledged a "huge marketing investment" thought to run in to several millions.
The creative for the national campaign will be handled by Manchester agency CheethamBellJWT, which won a Silver in Cannes in July 2009 for an ad for John West's respected 'Row' ad.
The campaign will include a TV ad and PR push to try and drive trial of its canned fish products.
The brand has been buoyed by the success of its John West No Drain product, which sold 7.5 million units last year and accounts for 6.3% of standard tuna sales, worth over £15.5m.
John West marketing director, Jeremy Coles, said: "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 bring new and lapsed consumers into the category.”