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In 2011, John West were locked into a low-price, high-volume model of behaviour, battling it out with Princes and Own Label.
People didn’t care about the quality of the fish in the can, just the price.
As a result, volume sales were down and margins were being squeezed.
CBJWT were brave enough to break the model.
We gave consumers something else to care about other than price and concentrated on the stories behind the food.
While other brands were talking about taste and price, we talked about responsible sourcing.
In a world first, we created the Can Tracker, in which people could type their can code into our website and discover exactly where the fish was caught.
We created a rich web experience to bring the stories behind the fish to life.
Our TV and radio campaign had a strong call-to-action ‘Discover the Story Behind Every Can’
We achieved stunning results and future-proofed the John West brand…
JWT Intelligence has released their annual report highlighting the 100 things to watch for in 2013.
JWT Intelligence is part of the centre for provocative thinking within JWT, regularly offering insight into the things we see within our world. Their annual report has a successful track record in identifying trends for the year ahead based on research and tracking of consumer behaviour.
Included in this year’s report is the rise of Intelligent Objects with augmented functionality, the increased use of big data to predict customer behaviour and tailor customer experiences, examples of how retailers will become more creative in how they deliver their goods to customers and the continued expansion of peer power and the peer-to-peer marketplace.
Browse through the deck and watch as the products and trends featured in the report become mainstream throughout the year.
Our 2013 campaign for Magnet Kitchens launches today featuring Magnet’s Integra and Somerton kitchen ranges. The campaign runs until March 2013 and will highlight various offers for Magnet’s kitchens in successive phases.
Both commercials feature the song ‘Inside & Out’ on the soundtrack by teenage Australian singer/songwriter Lucinda Nicholls, discovered by CheethamBellJWT and flown to Abbey Road studios in London to record the song especially for the campaign.
After successfully coming through a competitive pitch, CheethamBelJWT were tasked with rebranding and repositioning Hillarys Blinds.
The creative concept focused on the creative potential of a window and how it can transform a room, which we encapsulated in the strapline ‘Make a window. Make a room’.
Our first task was to develop a new logo and brand identity, a set of guidelines to reflect the updated branding and a refresh of Hillarys communications collateral.
Since launching the new branding, our attention has been focused on developing new DRTV commercials, all aimed at providing Hillarys with maximum exposure during the lucrative Christmas shopping period.
Watch this behind the scenes video telling the story about the origin of the soundtrack to our Magnet 2013 commercial ‘Beauty Built In’, set to launch December 19th 2012.
The soundtrack features teenage Australian singer & songwriter Lucinda Nicholls, discovered by CheethamBellJWT from her single vocal demo on YouTube.
Lucinda and her family were flown in from Australia to record the track with a professional orchestra at the world famous Abbey Road studios in London. A clip from the track features on the Magnet 2013 commercial and the full session video can be seen on YouTube.
The track is now available to purchase on iTunes.
The latest phase of the ‘Discover the story behind every can’ campaign for John West has now launched with the ‘Blackout/Spaghetti’ TV commercial.
John West fisherman Old Sam returns to tell the story behind another can of John West tuna, this time tracing his can to a fishing boat in the Atlantic Ocean where the crew shared what can only be described as a ‘special moment’ together during a blackout.
The TV commercial ran for 3 weeks from 1st to 21st October alongside last year’s award winning ‘Combover’ ad that picked up the Gold award for TV or Broadcast Commercial at the 2012 Fresh Awards.
Both ads are part of the ‘Discover the story behind every can’ campaign that also won Gold at the Fresh Awards for Broadcast TV or Cinema Campaign.
In related news, our YouTube channel takeover for John West has now reached 350,000 video views and continues to raise awareness of the campaign amongst the online and social media audience.
Following this campaign activity, over the next month John West will be adding more products to their online can tracker in line with their traceability and sustainability promise. Consumers can already trace the origins of their tuna and salmon products on the John West website, discovering the stretch of water and even the cannery or boat that made the catch.
Our MyCool Bolt-On campaign for JT was recognised at the Jersey CIM Awards last week, beating off the competition to win the award for ‘Best Creative’. The campaign launched on March 1st 2012 in-store, in press, on radio and online to promote JT’s new Pay As You Go bolt-ons.
The concept for the campaign featured legendary American ballad singer Michael Bolton promoting a new album of his most well-known hits created by us for JT – albeit with a telecoms flavoured twist especially for this campaign.
With stand out tracks including:
‘How am I supposed to text without you’
‘When a man loves a woman – who lives abroad’
‘How can we be lovers if we can’t get online and stuff’
the visual creative saw Michael Bolton star in an album photo shoot promoting the JT customised album with details of their Pay As You Go bolt on offers. The radio ads used the same lines as the press ads but with Michael Bolton’s hits playing in the background and details of JT’s bolt on offers explained further in the voiceover.
The quirky twists on Michael Bolton’s instantly recognisable songs fit perfectly with JT’s fun brand image and gave the campaign and consequently JT’s cool bolt on offers instant recognition amongst Channel Islanders, making the campaign a huge hit.
Following a competitive pitch process, CheethamBellJWT have successfully been appointed by Welsh mineral water producer Brecon Mineral Water to develop the 2013 advertising campaign for their flagship Brecon Carreg brand.
Brecon Carreg is amongst the top 10 best selling bottled water brands in the UK and is the top Welsh mineral water brand. Sourced from springs in the heart of the Brecon Beacons, their water has won a number of recent awards and is used by Boots, Greggs and Wilkinson’s via private labels.
For 2013, we will be working with Brecon Carreg to further strengthen their brand equity and help differentiate Brecon Carreg from the competition. Our involvement comes at an exciting time for the brand as they consider an overall repositioning campaign for 2013.
When national fashion & homeware retailer BHS approached us to develop their autumn/winter 2012 advertising campaign, we set about working on a creative idea that could:
The campaign was framed using the line ‘You’ll never guess, BHS’ to capture the feeling of surprise that existing BHS customers and new shoppers would feel when discovering the new product range.
And to further demonstrate how BHS’s products could integrate into the lives of our target customers, we made sure that key items featured in the commercials alongside their price to create a desire amongst viewers to investigate the range further.
We produced one 20 second commercial and three 10 second commercials for the first phase of the campaign which ran through September and October.
The first ad features ‘Closer’ by Norwegian singer/songwriter Frida Amundsen on the soundtrack and Tess Daly on the voiceover.
Our ‘Discover The Story’ campaign for John West continues to go from strength to strength. Having already won Gold in the Roses Advertising awards for Best TV campaign, the campaign was further recognised with success at last week’s Fresh awards.
Fresh celebrates creative excellence in all areas of advertising in the UK & Ireland; our campaign received high praise from the judges and was awarded a total of four awards:
Gold award for Broadcast TV or Cinema commercial
Gold award for Broadcast TV or Cinema campaign
Gold award for Broadcast Radio campaign
Silver award for Broadcast TV or Cinema commercial
The campaign was also well received on social media, with users giving positive feedback on twitter:
John West is extending the campaign onto social media with a YouTube interactive takeover that lets visitors into Old Sam’s cabin to learn about his crazy life at sea. Visit his cabin at http://www.youtube.com/johnwestuk.
In a first for both the brand and the industry, CheethamBellJWT has just launched an interactive YouTube takeover for John West as part of the brand’s ‘Discover The Story’ campaign.
The series of 29 films have already clocked up over 180,000 views in their first week and reached the number 1 spot in the YouTube comedy charts within 5 days. Set aboard a John West trawler and featuring long-standing John West fisherman Old Sam, visitors are invited into Old Sam’s cabin to discover the story behind many of the bizarre items stashed there – each story more outrageous than the last.
Visitors can watch as he shows off his wild fisherman’s hat hair, challenge him to a game of cups, see what he pumps to stay fit – and can even pull the plug and destroy the YouTube page by flooding his cabin.
Craig Gidley, Brand Manager at John West commented: “We want our customers to be able to discover the story behind their can as well as discover the wacky and crazy stories from out at sea”. In this latest move, John West are delivering on that promise and are looking forward to finding out what the rest of the world think about Old Sam and his crazy life.
Visit Old Sam’s cabin at http://www.youtube.com/johnwestuk
BACKGROUND
As primary sponsors of the Jersey Live Festival, JT were looking for a way to promote the event and their tie-in to it across social channels. Targeting Jersey and Guernsey had proven difficult in the past due to the small population on the islands, and the challenge was to realise audience growth whilst deepening engagement with existing fans.
SOLUTION
We tapped into music fans’ desire to see their favourite acts at a festival. JT’s fans were asked to post the top five acts that would form their dream festival line up. The line up that gathered the most number of votes through likes on the page won a pair of VIP festival tickets.
Facebook ads offered invaluable support throughout the campaign. In total, 22 ad variations were produced that reached 355,000 targeted Facebook users that were otherwise unaware of JT’s page.
This campaign was run solely within the Facebook environment, with regular on page content only supported by Facebook ads without any additional support through either outreach, PR, SEO or PPC activity.
RESULTS
The results from the campaign far exceeded targets and expectations, delivering:
The campaign would not have succeeded without the Facebook Ads that were directly responsible for: