Tinned fish brand John West is celebrating the strength of ParalympicsGB athletes to mark its new role as the team’s official ‘protein partner’, with the Games getting under way in just over a week’s time.
Developed in partnership with media agency Havas Media Network, the campaign will build on the historic brand’s ‘Eat Strong, Go Strong’ brand motto to showcase the power of natural protein.
The out-of-home focused campaign humorously the effects of John West protein on the squad’s athletes, with a bespoke special build reading ‘’warning, protein-fuelled javelin throwers are getting serious air miles’.
Running nationwide, the special build itself will be visible in three key consumer spots; including The Pump Station by Westfield London, Pin Mill Brow in Manchester and New Moseley Road in Birmingham.
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“We are extremely proud to be partnered with ParalympicsGB and are excited to be supporting the team on their road to Paris. The campaign perfectly brings together the John West tongue in cheek tone of voice and benefits of our natural protein,” John West International marketing director, Vikki Babb said.
The campaign will also run on social media, with a concerted TikTok presence involving star ParalympicsGB athletes such as Kadeena Cox, Nathan MacQueen and Hollie Arnold.
Havas Media Network managing partner, Andrew Darby added: “We’re honoured to work alongside our sister agency, Havas London to support John West’s journey in celebrating and empowering ParalympicsGB athletes through the power of natural protein.”
“This campaign truly exemplifies the synergy between creativity and strategic media planning—by positioning this captivating special build in central locations across the UK, supported by this engaging multi-media campaign, we will together ensure maximum visibility and inspire nationwide support for these incredible athletes.”