Heinz is backing John West, the canned fishbrand it bought from
Unilever last year, with its first TV advertising for seven years. The
#3m campaign, developed by Leo Burnett, will run nationally for five
weeks from July 13. It will be backed by trade and retailer initiatives,
press advertising and a PR programme through Wearne Associates. The
executions focus on the Pride of John West fishing boat and its crew,
using the theme ’John West endures the worst to bring you the best’.
John West has a 31.4% share of the canned fish market (AC Nielsen, May