John West and Finn launch ‘Get Yourself Shipshape’ campaign
In partnership with new client John West, Finn has launched the seafood brand’s new consumer campaign, “Get Yourself Shipshape”. A brand leader in its category, John West is building on the brand heritage of making fish accessible to all, by encouraging the nation to take small steps to live a more healthy, active lifestyle.
Finn worked with John West to develop an activation route with maximum impact which engaged the target audience and stayed true to John West’s identity as a leading seafood brand.
The campaign saw John West become title sponsors of the Great Swim Series, the UK’s biggest open water swimming events, to help raise the profile of swimming and encourage more people to take it up as one change they can make towards a healthier lifestyle.
To support John West’s biggest consumer activation in recent years, Finn drafted in two-time Olympic gold medalist Rebecca Adlington and athlete adventurer Ross Edgley to spread the messaging behind Get Yourself Shipshape.
Rebecca and Ross inspired the nation with training advice, motivational inspiration and nutritional tips to maintain a healthy, active lifestyle regardless of age or ability which will be shared across social media.
Finn and John West also conducted research into consumer attitudes towards healthy, active lifestyles, and the nation’s relationship with swimming, to help launch the campaign with national media.
Creative director at Finn, Chris Weston, explains: “It’s no secret consumers have a continual growing interest in health and nutrition, but research we conducted alongside John West showed us that people are confused about where to start.
"Get Yourself Shipshape was the perfect platform to help grow John West’s credibility in the health sector by sharing realistic and attainable messages about what constitutes a healthy, active lifestyle, and the little and often steps people can make. It’s been great working with the team at John West delivering activations across experiential, event sponsorship, influencer engagement and social advertising – with PR thinking at its heart.”
Jon Burton, international marketing director, John West Foods, added:
“John West is passionate about health, and ‘Get Yourself Shipshape' is about reinforcing John West's commitment to empowering consumers to make more positive choices.
"Finn’s creative, integrated approach really impressed us, and we’ve enjoyed working with the agency to deliver one of our biggest consumer campaigns of recent years. We’re looking forward to working with the team at Finn as we continue to inspire consumers with ways to enjoy fish.”
The ‘Get Yourself Shipshape' campaign spanned experiential, event sponsorship, social and digital advertising, influencer engagement and PR.
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