John West, famous for canned fish, were moving into a new market – fresh fish. To do so they needed to gain the trust of consumers and establish themselves as true fish experts. Our TV ad showed a John West fisherman rowing the products from the trawler right into Tesco to not only emphasise the heritage of the brand but to also show the quality and freshness of the new range. The ad won a Cannes Lion in 2009. This fresh new range needed fresh new packaging, so we also designed something that would mirror the quality found within.