Liverpool-based John West is seeking to capitalise on its market leadership and the growing awareness of the benefits of eating fish with the launch of what is says is its biggest ever marketing campaign.
The creative for the national campaign is being delivered by Cheetham Bell JWT, John West’s long-standing agency.
The company is not disclosing the actual amend it is planning to invest in the TV and PR campaign but the figure is believed to be several millions. In addition to enhancing its marker leadership, the company is keen to “encourage the trial of and bring canned fish to the forefront of consumers’ minds.”
The company says that its newest product, “John West No Drain”, which the company launched last year, has proved to be a great success with over 7.5 million cans sold in 2009 worth over £15.5m and that the product now commands over 6% of standard tuna sales. The total market for canned fish is believed to be worth approaching £500m.
John West’s marketing director, Jeremy Coles also said that the company is planning to introduce over 30 new product innovations throughout 2010.
“2009 was an exciting year for John West. The launch of No Drain was a phenomenal success story with already 2.6 million households having tried the product.
“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.”
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