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...