John West
'Shipshape' Campaign

The brief was to establish John West as a credible healthy active lifestyle brand. To be inclusive to everyone at every age, whilst giving John West ownable equity to differentiate over their competitors.

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My idea was to motivate consumers to eat fish and swim like one. To get themselves ‘Shipshape’.

The campaign idea made waves with sponsorship of the 2020 ‘Great Swim’. The UK’s largest open water mass participation swimming event. Backed by a ‘Shipshape Crew’ of swimming ambassadors and influencers socially. Including team GB Olympic champion Rebecca Adlington and wild swimmer Ross Edgley.

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Messaging across digital platforms inspired everyone to be healthier with achievable lifestyle changes. From choosing John West’s Omega 3 packed easy no drain tuna fridge pots for lunch to going for a splash about at your local swimming pool with the kids.

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Not only did I concept the campaign, I wrote creative selling in documents and presented to the client.