J.Walter Thompson Melbourne has won the competitive pitch for John West. This makes it the agency of choice across Simplot’s entire brand portfolio including Leggo’s, Birds Eye, Lean Cuisine, I&J and Chicken Tonight, responsible for creative, brand strategy, shopper and social.
Michael Godwin, J Walter Thompson Melbourne managing director, commented, “From day one, we’ve found the Simplot team to be a delight to work with. They’re smart, respectful of our point of view, they believe in investing in their brands, they want to play an active role in the development of a campaign and are extremely well qualified to do so.
“We’re very thankful to be given the opportunity to work on John West and help reinvigorate the brand’s reputation for outstanding, iconic campaigns. It’s a big responsibility, but a challenge we can’t wait to get started on.”
Suzanne Harman, general manager – marketing, Simplot, added, “Since their appointment in August last year, JWT has consistently impressed us with their strategic contribution, the quality of their creative and the depth of their team’s engagement across all aspects of our business.
“They’ve proven themselves to be fabulous, collaborative partners and we’re thrilled to recognize this by awarding them creative responsibilities for the John West brand.”
In February 2016, John West completed a major overhaul of its supply chain and was certified by the Marine Stewardship Council (MSC), making it the world’s most sustainable tuna brand at the time. It worked with Cummins&Partners to create The Unlimited Edition campaign, showing that sustainable means having something forever. Before then, John West’s advertising agency was BWM Dentsu.