Simon Mowbray
John West has given The Grocer a sneak preview of the long-awaited sequel to its award-winning Bear' television advertising campaign.
A new ad, Shark', hits screens next week, aiming to build on the success of its predecessor.
This time tuna is the subject to support the fish canner's claim that it "endures the worst to bring you the best".
The ad opens with a kingsize killer shark being hoisted out of the sea in a harness by marine biologists. Once on the boat, a tuna fish is thrown out of the shark's gaping mouth before a red hat comes into view.
A John West fisherman then emerges through the killer's jaws to the biologists' astonishment, getting one boot stuck in the beasts' teeth before finally struggling free. Once liberated, he coolly grabs the tuna and hoses it down as a voiceover announces the "endures the worst" catchline made famous by the Bear ad. The ad won plaudits, including a Grocer Gramia award, for its fight scene in which a grizzly bear and a John West fisherman scrap over a freshly caught salmon.
Jane Hilton, marketing manager for John West, said the new ad formed part of a £3m support package which is being thrown behind the brand. She claimed it was the biggest recent investment in the canned fish category by any supplier.
"We place a serious amount of importance on creativity," said Hilton, adding that last year's Bear' commercial was shown to have a higher recall rate than any other ad in a survey.
"Creative advertising only really works if it is relevant, and Shark', like Bear', sticks rigidly to our brand proposition."
The 30-second advert will be followed by a 10-second extension running immediately after for cartons of John West Weight Watchers from Heinz Tuna Snack Pots which were launched earlier this year.
{{MARKETING }}
John West has given The Grocer a sneak preview of the long-awaited sequel to its award-winning Bear' television advertising campaign.
A new ad, Shark', hits screens next week, aiming to build on the success of its predecessor.
This time tuna is the subject to support the fish canner's claim that it "endures the worst to bring you the best".
The ad opens with a kingsize killer shark being hoisted out of the sea in a harness by marine biologists. Once on the boat, a tuna fish is thrown out of the shark's gaping mouth before a red hat comes into view.
A John West fisherman then emerges through the killer's jaws to the biologists' astonishment, getting one boot stuck in the beasts' teeth before finally struggling free. Once liberated, he coolly grabs the tuna and hoses it down as a voiceover announces the "endures the worst" catchline made famous by the Bear ad. The ad won plaudits, including a Grocer Gramia award, for its fight scene in which a grizzly bear and a John West fisherman scrap over a freshly caught salmon.
Jane Hilton, marketing manager for John West, said the new ad formed part of a £3m support package which is being thrown behind the brand. She claimed it was the biggest recent investment in the canned fish category by any supplier.
"We place a serious amount of importance on creativity," said Hilton, adding that last year's Bear' commercial was shown to have a higher recall rate than any other ad in a survey.
"Creative advertising only really works if it is relevant, and Shark', like Bear', sticks rigidly to our brand proposition."
The 30-second advert will be followed by a 10-second extension running immediately after for cartons of John West Weight Watchers from Heinz Tuna Snack Pots which were launched earlier this year.
{{MARKETING }}
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