John West faced a tough challenge. They were famous for tuna but had little reach outside of that category. With sandwich consumption in decline, they needed innovation that would broaden their footprint and attract a new younger consumer.


Following brand immersion and in-depth research, we developed a series of innovation platforms for John West driven by consumer needs around ease, wellbeing and inspiration. The platforms were tested for creative fertility and used to structure the Innovation Incubator.


We created an innovation pipeline that positioned John West as more than just an ingredient. The Creations and Salmon Infusions propositions that have launched combine foodie values with versatility to open up new occasions and usage.