John West, which has been making healthy, natural fish accessible to all since 1857, today launches its ‘Get Yourself Shipshape’ campaign for 2020 to encourage and inspire healthy, active lifestyles across the nation.
Building on the success of the brand’s 2019 campaign, Get Yourself Shipshape 2020 includes a comprehensive influencer engagement programme, a six-month media partnership with Hearst UK, social and digital advertising, event sponsorship and experiential. This is all in addition to a TV campaign to promote John West’s No Drain Fridge Pots.
Get Yourself Shipshape is not about cliché or unrealistic fitness goals, nor is it about fad or extreme diets. It’s all about encouraging people to make those small everyday changes that create a healthy difference. Whether that’s swapping the car for a walk, picking a protein-rich snack, making time for exercise or increasing the amount you already do. There’s never an end-goal with Get Yourself Shipshape; it’s more about little changes to a sustainable, healthy lifestyle.
To spread the ‘Get Yourself Shipshape’ messaging, John West will be partnering with a host of influencers to form the Shipshape Crew, targeting a wide-ranging audience from on-the-go parents to young professionals. Led by two-time Olympic gold medallist swimmer Rebecca Adlington, the nine-strong Crew is made up of influencers across food, lifestyle and fitness, including three-time world champion cyclist Dani Rowe and MasterChef contestant Scott Eckersley.
Each member will be sharing their Shipshape goals with their followers, and the small changes they are making to reach those goals. Throughout their Shipshape journey the Crew will keep their followers updated on their progress and will play a key role in motivating others to ‘Get Shipshape’, sharing fitness tips, recipe ideas and nutritional advice videos. The influencer programme has an estimated reach of more than 4 million, with over 12.5 million impressions.
For its partnership with Hearst UK, John West will be working closely with Men’s Health, Women’s Health, Red and Runner’s World, which have a combined print readership of 1.3 million. Through advertorial content, channel takeovers and digital display ads John West will highlight the nutritious benefits and ease of use of John West products, encouraging readers to re-evaluate John West products as a simple way to incorporate healthy fish into your daily diet.
Get Yourself Shipshape 2020 will also see John West as headline sponsor of the Great Swim series for the second year in a row. Throughout the campaign John West will be promoting the benefits of swimming – a natural fit for the aquatic brand – as one way to stay Shipshape, and a number of the Shipshape Crew will take part.
The campaign aims to capitalise on the growing demand for high-protein foods (there has been a 3.1% increase in high / added protein products since 2014) and seeks to remind consumers of the naturally occurring health benefits in everyday fish. As the population becomes ever-more health conscious, the campaign will continue to encourage the UK public to incorporate good nutrition and regular exercise as part of their daily lifestyles.
Rebecca Adlington said: “Protein is an essential part of a balanced diet for the whole family and a crucial part of a healthy lifestyle. John West products make it easy to incorporate more fish into your diet, whether cooking for yourself or for your family, and that is what Get Yourself Shipshape is all about – easy, simple changes we can make that will help us to live a more active, healthy lifestyle.”
Jon Burton, international marketing director, John West Foods, added: “There’s no doubt the UK is seeing swathes of people starting to pursue healthier lifestyles, particularly with recent moves to cut down on excessive meat-eating. John West has long been a part of that conversation and this campaign encourages people to think about the little, attainable changes they can make to their lifestyles – be it taking up swimming, or eating more fish – which can have a big impact overall.”
The John West Great North Swim will be taking place at Windermere in the Lake District National Park on 5-7 June 2020 and the Great East Swim will be held on 20 June at Alton Water in Suffolk.