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- MediaGuardian,
- Tuesday November 21, 2000
John West Salmon made its return to TV advertising last night with a £1m campaign aimed at positioning the fish brand as the best in its market.
In what is John West Salmon's first outing on TV for more than 10 years, the campaign features a Jim Henson bear costume with an animatronic face fighting with a fisherman over fish.
Created by Paul Silburn while he was at Leo Burnett and directed by Danny Kleinman, the campaign includes two executions - 10-second and 30-second - were shot in the Scottish highlands.
The commercials carry on the tagline, "John West endures the worst to bring you the best", which broke in the recent TV commercial it ran for its tuna product.
John West has a 30% market share of the canned fish market in the UK, and a 38% share in the canned red salmon market.
