John West: Girl On The Move

John West, the UK's leading canned fish brand, has announced a significant evolution of its brand positioning strategy, strapline and visual identity. The main objective is to drive brand re-appraisal and remind consumers of the inherent goodness within the can. John West is looking to position itself beyond canned fish as a broader health and nutrition brand, challenging consumers to re-appraise, re-trial the product and bring younger consumers into the brand. The brand positioning strategy is focused on the theme of sustained nutrition powering body and mind, using the new tagline ‘Eat Strong Go Strong’. The centrepiece of the campaign is a new TV ad, ‘Girl on the Move’, in which a girl is supported by the food she eats as she goes about her everyday life. The ad highlights the health benefits of the natural protein within John West’s core products, No Drain Fridge Pot and the newly re-branded On the Go, which provide the ‘inner strength’ to get her through her day. The new brand positioning and TV ad were developed by creative agency Havas London, while media planning and buying was handled by Havas Media. It marks the first campaign from Havas since the two agencies were jointly appointed in October 2020 following a competitive pitch.