John West’s new brand campaign by Clemenger BBDO makes you go “ooh, it’s so sweet”…until it doesn’t, because then it isn’t. The 30-second spot has a fiendishly funny ending – building on the brand’s signature flair for humour and traditional assets of John West fisherman and bears.   

The campaign adds to a long history of distinctive and much‑loved John West advertising, so the creative team set out to reintroduce the brand’s key assets in a way that honours its celebrated past, and notably the lengths John West will go to in ensuring only the best fish is selected. Its humour aims to resonate with a new generation of consumers.

The full campaign will run across Australia and New Zealand, covering TV, digital, social, out-of-home and in‑store channels

Katie Saunders, senior director APAC marketing at John West parent, Simplot Australia, stated, “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, commented, “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 Company: The Sweetshop
Director: Max Barden
Stills Photographer & Social content: Ross Brown
Music: Birdbrain
VFX & Animation: Alt. VFX
Media: OMD Australia