Canned fish brand John West has agreed a six-figure deal with celebrity chef James Martin who will create and demonstrate exclusive new recipes through a series of events, national press and radio features.

The deal will also be promoted through in-store communications, with the recipes designed to inspire the public to create unique meals using the John West range of canned fish.

Jeremy Coles marketing director for John West, said: “We are excited to be working with James Martin throughout the year. This is more than just a celebrity endorsement; it’s a strategic partnership to help  inspire consumers to do more with our canned fish range – using a chef they know and trust to show them how.”

Earlier this year, the brand announced that this would be its largest in terms of marketing spend.