Agency: Leo Burnett | Author: Sharon Masnick |
John West Building Heritage from Scratch
THE VOYAGE BEGINS
As pitch briefings go, it was pretty straightforward.
John West are category leaders in canned fish, but need to increase their price premium to invest in the brand.
And in particular, they want to support their growing tuna business.
No problem.
A breeze.
TUNA IS TUNA IS TUNA
We began by getting to grips with the scale of the task just how difficult was it to 'sustain a price premium' in the tuna category?
We got one of our boffins to do a...