John West: Doing good is good for business

JWT Cheethambell Manchester

Advertiser: MW Brands
Brand: John West
Country: United Kingdom

Objectives

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

Figure 1

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: