John West faced a tough challenge of an ageing consumer and a category with declining relevance. They needed innovation to help them attract a new younger consumer and shift brand perceptions.
Following brand immersion and in-depth research, we developed a series of innovation platforms for John West, focus driven by consumer needs around quality, freshness and inspiration. The platforms were tested for creative fertility and used to structure the Innovation Incubator.
Our Incubator generated a pipeline of ideas designed to move John West ‘from fisherman to foodie’. Salmon Infusions and Creations have already launched successfully, with further launches planned for 2018.