With the Paris 2024 Paralympic Games fast approaching, John West - the UK's leading tinned fish brand and trusted household name- is launching a new campaign to celebrate the strength of ParalympicsGB athletes, and the brand's role as proud protein partners of ParalympicsGB.
Building on John West’s brand positioning ‘EAT STRONG, GO STRONG’, the campaign showcases the power of natural protein, and how it fuels you to be strong, in whatever you do.
To relay this message, the campaign humorously dramatises the effects of John West’s natural protein on ParalympicsGB athletes via a bespoke special build with a life-sized javelin peeking out, with supporting copy ‘’warning, protein-fuelled javelin throwers are getting serious air miles’’. The special build sits alongside a number of DOOH, which feature other sports, including cycling and shotput - further playing on the effects of John West’s natural protein.
The media plan, developed by Havas Media UK, strategically positions the special build across three screens in major UK cities to ensure nationwide visibility. Key commuter spots have been selected to maximise exposure, including New Moseley Road in Birmingham.
Vicki MaguireThis campaign is fuelled by natural protein…bringing a touch of humour, while getting behind our ParalympicsGB athletes, to bring home the glory….
Chief Creative Officer, Havas London
Vikki BabbWe are extremely proud to be partnered with ParalympicsGB and are excited to be supporting the team on their road to Paris. The campaign perfectly brings together the John West tongue-in-cheek tone of voice and benefits of our natural protein.
Marketing Director, John West International
Andrew DarbyWe’re honoured to work alongside our sister agency, Havas London, to support John West's journey in celebrating and empowering ParalympicsGB athletes through the power of natural protein. This campaign truly exemplifies the synergy between creativity and strategic media planning—by positioning this captivating special build in central locations across the UK, supported by this engaging multi-media campaign, we will together ensure maximum visibility and inspire nationwide support for these incredible athletes.
Managing Partner, Havas Media Network