John West - building a heritage from scratch

Campaign in 1999 by Leo Burnett for John West tuna. Objective: build brand, justify price premium.
Agency: Leo BurnettAuthor: 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...

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