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.