John West: Doing good is good for business
JWT Cheethambell Manchester
Advertiser: MW Brands
Brand: John West
Country: United Kingdom
About this paper
This paper demonstrates how 'sustainability' can be used centrally in communications to build a brand and grow the business.
The message of sustainability didn't just create revenue and profit growth, it helped turn around a declining commodity market.
It shows that 'doing good is good for business'.
About John West
About the UK Market
The market consists of John West and Princes which represent around 60%, own label which represents around 35%, and then a final 5% to niche brands: