John West aims to be top seafood brand within four years
Since 2006, John West has risen from a ranking of 125 in the top Irish brands to number 36 this year, and now aims to be our top seafood brand within four years
Print18 November 2011
John West, market leader in the canned fish category with 71% of the market in Ireland, is investing €250,000 in the Irish market to invigorate the category. The brand has a fresh new look, and will be on TV for the first time in 11 years. It aims to become the number one seafood brand within four years. Since 2006 it has risen from a ranking of 125 in the top Irish brands to number 36 this year. John West was purchased by Thai Union Frozen Products in July 2010.
Brendan Murphy, general manager, John West Ireland, says canned fish is bucking the trend because consumers see it as “representing value for money. However, they also want some inspiration and helpful suggestions around usage of fish, which John West will be supplying.”
He added that “providence and traceability are increasingly influencing purchasing decisions,” and that because John West is the only canned fish brand with its own fishing fleet, it can reassure consumers “that the fish never leaves our hands, from trawler to table.”
John West’s new livery reflects its 150+ year heritage and strong relationship with the sea. New shelf-ready packaging and a simple tier system will also be implemented in store. Each carrier, be it brine, sunflower oil, spring water or olive oil, will be identified by a separate colour label and tray. John West’s research found these changes would significantly improve the shopper experience.
All John West products, except salmon, will have ring-pull openers by the end of 2011 and the salmon products will be ring-pull by mid 2012.
Since mid-October, an intensive six week TV advertising campaign has been inviting consumers to “Discover the story behind every can.” Consumers can log onto www.john-west.ie, enter a code from any can of John West tuna and discover where and when that particular fish was caught. The brand has an extensive marketing campaign, while members of John West Ireland’s two clubs, www.brainfood.ie and www.BalanceFood.ie will also receive recipe booklets with vouchers encouraging trial.
In support of tuna sustainability and marine biodiversity, John West also launched a new pole and line-sourced tuna range and a range of salmon, mackerel and sardines that carry the Marine Stewardship Council (MSC) logo – available since September.
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