John West “Brain Food”
In a market where all the products are thought to be virtually identical, our challenge was to make John West the most considered brand in the canned fish market – thus regaining market share levels lost to own label/Discounters brands. We needed to cement John West’s status as the leading canned fish brand in Ireland.
In order to achieve this, we set ourselves the task of creating and establishing the notion that John West fish is better than the rest by giving consumers a genuine reason to chose John West over its competitors.
We went through an indepth analysis of the brand and the products, involving the client and experts like food nutritionalists, and discovered that John West is the only canned fish range to have Omega 3 across the range. Omega 3 has been linked to improved brain function…and this got us thinking.
Families are John Wests key consumer, and our insight was rooted in the fact that parents will do anything to give their kids even the smallest advantage in life.
So our Daringly Simple idea was born. With John West, you can help your kids to be their best.
And our creative worked by showing occasions when kids could do with a little help. (All in a playful, lighthearted way of course).
