The brand will be investing a “multi-million” pound budget into its marketing including a national TV campaign and PR activity in a bid to “encourage trial and bring canned fish to the forefront of consumers’ minds.”
Part of its campaign will focus on promoting its newest products including “John West No Drain”, which the company claims is its “biggest innovation success story.”
The company says that IRI figures show that No Drain Less Mess Tuna Steak sold 7.5 million units last year and now represents 6.3% of standard tuna sales, worth over £15.5m.
In a bid to strengthen its positioning, John West says it will also be launching over 30 innovations this year, aimed at exciting consumers and growing the £482.2m canned fish category.
John West marketing director, Jeremy Coles says: “2009 was an exciting year for John West. The launch of No Drain was a phenomenal success story with already 2.6 million households having tried the product. Our commitment to innovation will add further value to the brand and the canned fish category as a whole.
“After a fantastic 2009, we’re set for an even bigger 2010 with a huge marketing investment to ensure the brand is front of mind for consumers and a stream of exciting innovation which will bring new and lapsed consumers into the category.”