Heinz

Heinz is backing John West, the canned fishbrand it bought from Unilever last year, with its first TV advertising for seven years. The #3m campaign, developed by Leo Burnett, will run nationally for five weeks from July 13. It will be backed by trade and retailer initiatives, press advertising and a PR programme through Wearne Associates. The executions focus on the Pride of John West fishing boat and its crew, using the theme ’John West endures the worst to bring you the best’. John West has a 31.4% share of the canned fish market (AC Nielsen, May 1998).

Heinz is backing John West, the canned fishbrand it bought from

Unilever last year, with its first TV advertising for seven years. The

#3m campaign, developed by Leo Burnett, will run nationally for five

weeks from July 13. It will be backed by trade and retailer initiatives,

press advertising and a PR programme through Wearne Associates. The

executions focus on the Pride of John West fishing boat and its crew,

using the theme ’John West endures the worst to bring you the best’.

John West has a 31.4% share of the canned fish market (AC Nielsen, May

1998).