We had a blast helping John West launch the biggest innovation the tuna aisle has seen in decades: ECOTWIST®. 🐟
The strategy was built around three things: Impact, energy & buyability.
We wanted to own the supermarket journey, rather than running standard ads, and did this through an awesome partnership with Mail Metro Media, taking over the digital path-to-purchase for Sainsbury’s and Asda shoppers with high-impact app takeovers and homepage skins.
Through some beautiful creative, we made EcoTwist® impossible to miss with edge-to-edge mobile formats and sticky banners across the Mail Metro ecosystem, as well as ASMR-style video content, capturing the sounds of the twist, the open, and the recycle, leaning on the tactile and sustainable nature of John West’s exciting new innovation.
Not only that, but we built content-first recipes, showing exactly how this no-drain, easy-open pack makes everyday meals better.
The results were huge – and a brilliant example of what happens when you lead with genuine innovation and a Notorious strategy.
A huge thanks to the team at John West for trusting us with the twist, to our partners over at Mail Metro Media, and to the outstanding Notorious team that made it happen.
Now, who’s hungry?