John West has launched a marketing campaign to promote its Enriched Tuna range.

The £2m campaign aims to drive awareness of the range and highlight its functional health benefits to consumers leading an active lifestyle.

It follows on from the brand’s recent repositioning around physical and mental strength, in light of increased demand for functional nutrition in the wake of the Covid-19 pandemic.

Batchelors and Pokémon team up for on-pack promo

It will focus particularly on the range’s Immunity line, with a 10-second TV spot. This will also appear on on-demand, Gym TV and Sky AdSmart.

The supplier is supplementing this with increased social media and influencer activity, alongside in-store and online PoS including promotional pricing, six sheets, digital coupons, barkers and secondary sitings.

Jon Burton, international marketing director, John West Foods said, “This campaign is a significant investment for John West and the canned fish category.  As market leader, John West needs to pave the way forward – to connect with younger consumers and shake up the category. Our multi-channel campaign activation aims to do exactly that – reminding consumers of the goodness in every can, plus the added health benefits of Enriched Tuna.”

Read more product news