John West ‘Bear’

The John West business came to Leo Burnett through our global Heinz pitch win.

The brand prided itself on sourcing the ‘best’ fish but its advertising was rather less select.

We proposed to our clients that it would be more engaging to tell stories of what John West fishermen go through to get the best fish.

‘We endure the worst to bring you the best’ had been launched successfully with a spot for John West Tuna.

Needing a follow up spot for red salmon, we briefed the writer Paul Silburn. 

Literally two hours after he’d been briefed Paul came in and, in his understated style, said he had something he ‘quite liked’.

Paul’s idea was out there but it was bang on strategy and 24 hours later I was telling Ian Meadows, Chief Executive of John West, that the way we were going to persuade his middle-aged female target of John West Red Salmon’s quality was by featuring a John West fisherman kicking a bear in the crotch.

I think the marketing people thought I’d lost the plot but, realising his brand had to punch above its modest media weight, Ian said three magic words – ‘I love it’.

For the period of the campaign, John West overall sales went up an astonishing 90% and this in the face of some aggressive 2 for 1 discounting by main rival Prince’s.

Brilliantly directed by Danny Kleinman, the film became an internet phenomenon and was the first ever ad to go viral.

It also won pretty much every award worth having including D&AD Silver, Cannes Gold and the Grand Prix at The British Television Advertising Awards and is regularly featured in lists of the best ads of all time.