John West: Girl on the Move

Havas' first work for John West represents a 'radical departure' for the brand's advertising. Introducing the new tagline 'Eat Strong, Go Strong', the campaign aims to reposition John West beyond simply canned fish as a broader health and nutrition brand.

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John West, the UK’s leading canned fish brand, has announced a significant evolution of its brand positioning strategy, strapline and visual identity.


The main objective is to drive brand re-appraisal and remind consumers of the inherent goodness within the can. John West is looking to position itself beyond canned fish as a broader health and nutrition brand, challenging consumers to re-appraise, re-trial the product and bring younger consumers into the brand.

The brand positioning strategy is focused on the theme of sustained nutrition powering body and mind, using the new tagline ‘Eat Strong Go Strong’. The centrepiece of the campaign is a new TV ad, ‘Girl on the Move’, in which a girl is supported by the food she eats as she goes about her everyday life. The ad highlights the health benefits of the natural protein within John West’s core products, No Drain Fridge Pot and the newly re-branded On the Go, which provide the ‘inner strength’ to get her through her day.

The new brand positioning and TV ad were developed by creative agency Havas London, while media planning and buying was handled by Havas Media. It marks the first campaign from Havas since the two agencies were jointly appointed in October 2020 following a competitive pitch.


The ad broke on 9 August and is a radical departure for the John West brand. John West’s advertising has traditionally focused on the brand’s 160-year-old heritage and the origins of the product. The new brand creative is about building a stronger connection with consumers by bringing to life John West’s functional product benefits and positive impact on consumers’ everyday lives.

John West is using a mix of TV, VOD, social and gym TV advertising. The lead TV ad airs from Monday 9 August, with a launch spot at 19:45 during Coronation Street on ITV. Further bursts are planned throughout 2021 and into 2022. 

As part of the brand re-positioning, the ‘Eat Strong, Go Strong’ tagline will be activated in-store, and across all consumer touchpoints. The brand re-positioning is supported by an enhanced product offering, focused on functional health. A recent report by Smartbrief found that almost a third of people (29%) are consuming more functional foods and beverages than in previous years. With canned fish already being a natural, high-protein food, John West is well placed to respond to the increased consumer demand for functional benefits.

Havas London

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