John West Rebrand

Coley Porter Bell

Client: John West (MW Brands)
Category: Packaging (Branded - Food)

Executive summary

John West is a well-loved brand, with people having great affection for it.' Yet in 2010-11 it was steadily declining in a commoditised category. Consumers had become accustomed to buying on price.

This meant that this established brand was contending with some serious issues that had resulted in it falling off its prized top spot, losing share to its main rival, Princes, as well as supermarket own-label.

Leap forward to 2012 and John West has regained its desired number one position as the leading canned fish brand in the UK achieving record growth both in value (21.8%) and volume (19.1%) and far exceeding category growth of 7.9%. (In fact, without John West, the category would have only grown by 2.3%.)

It now represents a 32.5% value share of the market and has notched up an impressive increase in revenues of £28.7m year-on-year since the brand was re-launched. This makes John West the leading canned fish brand both in terms of value and volume, meeting its key business objectives.