John West celebrates Weigh Watchers Points reduction with new advertising campaign

As part of a multi million pound investment in the range, Weight Watchers Tuna Fillings from John West will be supported by a television advertising campaign which will be screened nationally from August 13.

The campaign, created by the team at Cheetham Bell JWT in Manchester and directed by Justin Reardon, builds on the humour associated with John West's advertising, which is personified by the iconic Bear creative for John West Salmon and seen most recently in the Tuna Marathon execution for Tuna Light Lunch.

The new creative focuses on the fact that, although the Weight Watchers Tuna Fillings from John West now only have a Points value of just one per can, they are unbelievably tasty and much in demand.

The advertisement, filmed on location in Clovelly in Devon, features a John West fisherman making a delivery of the new products to a village.

On seeing that the tasty nutritious Weight Watchers Tuna Fillings from John West have been reduced in Points values, the entire village of women chase after the runaway trolley of product and do everything they can to get their hands on it and even get a soaking in the process.

Commenting on the new advertising, Jeremy Coles, John West's marketing director said:

"We are delighted that health conscious consumers will now have even more reason to enjoy Weight Watchers Tuna Fillings from John West as, not only do they taste great and are very nutritious, they are now lower in Points values.

“We are committed to meeting the demand for healthier, great tasting products and the newly formulated range is a reflection of that.

“We are sure that the latest in our line of iconic humorous advertising will prove very popular with consumers.

“The added value tuna range is a major focus of our strategy and this investment is a reflection of our commitment, as market leader, to growing the category and adding value for our retailer partners."