John West In Great Swim Headline Partnership
John West has announced its headline sponsorship of Great Swim 2019 – the central plank of a major new consumer campaign.
The canned fish brand is launching ‘Get Yourself Shipshape’, designed to encourage healthier eating and active lifestyles.
As part of its biggest consumer activation in recent years, it plans to leverage its new sponsorship of the UK’s biggest open water swimming event, which comprises the Great North Swim at Windermere in the Lake District National Park and the Great East Swim in Suffolk. The events attract more than 12,000 swimmers and more than 40,000 supporters every year.
John West plans to activate with large-scale ‘Get Yourself Shipshape’ branding across The Great North Swim and The Great East Swim, alongside product sampling, eCRM and social media.
It has teamed up with two-time Olympic gold medallist Rebecca Adlington and athlete adventurer Ross Edgley to help spread the campaign message.
The ambassadors will offer training tips, advice on how to ‘Get Yourself Shipshape’ and nutritional guidance to consumers.
John West sees itself as “natural fit” for the aquatic Great Swim brand, with its benefits including improved physical and mental health.
The deal will also see John West support the Great Run Series 2019, which includes the Great North Run among its 21 UK events.
Commenting on the campaign, Jon Burton, International Marketing Director, John West Foods, said: “John West is passionate about health, and ‘Get Yourself Shipshape’ is about reinforcing John West’s commitment to more balanced lifestyles and empowering consumers to make more positive choices.”
Jen Isaac, Partnerships Director at The Great Run Company, said of the partnership: “We’re excited to work with John West across our Swim and Run events.
“A balanced lifestyle is a key consideration for many of our participants, and a healthy diet will help them achieve the goals they set when they sign up to a physical challenge.
“Partnering with John West will help us support our customers in the build up to their event and enhance their experience on the day.”
The wider John West ‘Get Yourself Shipshape’ campaign spans experiential, event sponsorship, social and digital advertising, influencer engagement and PR.
