John West wanted to own the canned fish category in Sainsbury's stores. Whilst educating the shopper about their range of products via 'usage and occasion' messaging.

 

So I concepted a full shopper journey to give them the stand out they needed. With overhead literally 'navigational' signage of a compass pointing West to John West. Directing to a 5 bay aisle take over in the theme of a ship's galley stores. With product educational aisle fins and recipe inspiration tear off shelf barkers.  Plus lots of interactive and sensory features. Shoppers could hear sounds of the sea (crashing waves and seagulls) from motion activated sensors at shelf as they browsed. They could also interact with a spinning ship's wheel product selector. Eyecatching cooking pan shaped shelf wobblers from their ship's galley where there to catch their eye.

 

All this was also supported by press ads in retailer Magazines and shopping trolley ads showcasing 3 for 2 offerings on the products. Plus a 'Peli-can' (pun intended!) bird shaped dump bin display of products in foyers to welcome shoppers and raise a smile. Where you could fish out a can or two of John West Tuna from inside the Pelican's beak!

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