John West has launched a new brand campaign to run across Australia and New Zealand, featuring the brand’s iconic assets of the John West fisherman and bears created by Clemenger BBDO.
With a long history of creating distinctive and much‑loved advertising, the creative team set out to reintroduce the brand’s key assets in a way that honours its celebrated past.
The campaign is centred on the lengths John West will go to in ensuring only the best fish is selected. It delivers the message of quality and taste in a humorous and memorable way, resonating with a new generation of consumers. The integrated campaign will run across TV, digital, social, out-of-home and in‑store channels.
Katie Saunders, senior director APAC marketing at Simplot Australia, said: “With a brand as iconic as John West, evolution had to be grounded in strategy. Staying true to our roots allowed us to deliver a modern iteration that feels fresh and relevant without losing the trust and familiarity that define John West.”
Eleanor Henry, marketing manager – brand communications at Simplot Australia, added: “We are grateful for the Clemenger team who challenged us with this campaign and we’re really proud of the final product. It’s the biggest campaign we’ve had for a number of years for John West, and the collaboration between our teams and the delivery from the Clemenger team has been incredible.”
Tian Murphy, creative director at Clemenger BBDO, said:, “It’s a brilliant opportunity to bring to life a campaign that follows some of the most loved ads of all time, and to help re-establish John West’s dominance as the number one brand in the category.”
Credits
Client: Simplot Australia
Katie Saunders – Senior Director Marketing, APAC
Jessica Romeo – Director Marketing Communications, Digital and Insights
Eleanor Henry – Marketing Manager, Brand and Communications
Bec de Xavier Pinto – Senior Marketing Manager, Pantry
Ellie Gulliver – Marketing Manager, Shelf Seafood
Deb Fabris – Marketing Specialist, Shelf Seafood
Agency: Clemenger BBDO
Production Co: The Sweetshop
Director: Max Barden
Stills Photographer / Social content: Ross Brown
Music: Birdbrain
VFX / Animation: Alt. VFX
Media: OMD Australia
