A marathon-running tuna is the star of the latest campaign for canned fish brand, John West.
The &£2m integrated campaign, which was filmed during the Prague marathon, shows a large latex tuna burst into the race to take first place ahead of the favourite Kenyan runner. It has the strapline “Be at your Best”.
The ad, which breaks on May 1, will support the relaunch of John West Light Lunch, a flavoured tuna and pasta snack aimed at the convenience market. The TV ad will be supported by direct marketing and in-store promotions.
The campaign, which has been created by Manchester-based BJL, will target women and aims to highlight the idea that “having a good lunch makes for a better afternoon”.