John West with Clemenger BBDO launch new ‘trans-Tasman’ brand campaign

John West has launched a new brand campaign running across Australia and New Zealand in partnership with Clemenger BBDO, reintroducing the brand’s iconic fisherman and bear characters to a new generation of consumers.

The integrated campaign spans television, digital, social, out-of-home and in-store, and centres on the lengths John West will go to ensure only the best fish is selected.

Reintroducing iconic brand assets

With a long history of distinctive and much-loved advertising, the creative team set out to modernise John West’s core brand assets while staying true to its heritage.

The campaign delivers its message of quality and taste through humour, reinforcing the brand’s positioning in a way designed to resonate with contemporary audiences without losing familiarity.

Balancing heritage and evolution

Katie Saunders, senior director APAC marketing at Simplot Australia, said the approach was grounded in strategy.

“With a brand as iconic as John West, evolution had to be grounded in strategy,” Saunders said.

“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, said the campaign marked a significant moment for the brand.

“We are grateful for the Clemenger team who challenged us with this campaign and we're really proud of the final product,” Henry said.

“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.”

A return to category leadership

Tian Murphy, creative director at Clemenger BBDO, said the work builds on the brand’s advertising legacy.

“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,” Murphy said.

The campaign film is now live online.

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 company: The Sweetshop
Director: Max Barden
Stills photographer / social content: Ross Brown
Music: Birdbrain
VFX / animation: Alt. VFX
Media: OMD Australia

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