John West to start canned fish education campaign

John West Foods, the canned fish brand, is preparing a multimillion marketing campaign in a bid to educate the public on how to enjoy its product range beyond sandwiches and pasta bakes.

The manufacturer, which is the market leader in the category, is working on a number of creative concepts with its agency CheethamBell JWT, due for release in June or July.

Becky Gregory, group product manager for John West, says: “Our consumer research to understand what people think about canned fish found they realise its health benefits, but were scared of experimenting with it. We’d like to educate the market on how it can be an integral part to diets.”

The company claims it will be its biggest marketing campaign to date, aiming to “encourage trial and bring canned fish to the forefront of consumers’ minds”.

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