Brief Explanation

Our objective was to come up with a big, expansive brand campaign that would elevate the John West brand beyond the category and private label products. We sought to encourage word of mouth with a high impact idea that invited consumers to participate with the idea of ‘Be your best’. Our desire was to extend the familiar story of John West and the bear from 2006 and make it more relevant to the current market. The concept revolved around a blockbuster style campaign with a multi-channel approach. It adds a contemporary sequel to the famous bear vs fisherman story but now cast alongside a beautiful heroine for the first time. The concept invites consumers to participate in an epic, ongoing adventure: “Be your best”. The target for this campaign was our millions of light users who purchase at our current price premium as well as new users who had not previously purchased our product, but could connect with our brand story.