The ad, called "wave", aims to remind consumers that John West is dedicated to sourcing only the best fish for its cans.
The ad has a limited budget. It will break in Marmalade magazine and will also run in the Evening Standard. The execution may then be rolled out across national press and magazines.
Using the strapline "Straight from the sea. John West", the ad employs a stylised shot of a can lid that has been photographed to look like a wave.
Anuraag Trikha, a board account director at Burnett, said: "We wanted to reassure our loyalists of the product and our commitment to quality. We are extremely happy with the result."
The ad was written and art directed by Nick Pringle and Clark Edwards.
The photographer was Mark Polyblank and the typographer was Mark Cakebread.
Media planning and buying was handled by Leo Burnett.
Paul Shearer, the joint creative director at Burnett, said: "This ad does not look out of place alongside the great work that has been done on John West. It's rare to see such a pure, simple image these days."
A previous television ad for John West Salmon, "bear", which was directed by Danny Kleinman, won a Cannes gold Lion in 2001. This was followed in 2002 by a slapstick ad for John West Tuna called "shark", directed by Traktor.