John West | Perfectly Cut | Australia

Creative agency, Grey Melbourne, has developed four print designs, which will run in magazines including CLEO Australia and will be available for downloads at the John West website.

Advocating the 'perfectly cut’ Tuna and Salmon Slices product lines, Grey asked renowned photographer Andreas Smetana to shoot a series of topless men for the campaign.

Executive creative director Ant Shannon at Grey said: “I wanted to be cast in the ads but in true John West style, I got rejected.” The ads will also be displayed as outdoor and point-of-purchase ads.

In addition, the website provides healthy recipes featuring the models holding the dishes 'to spark simple everyday usage’, the agency said.

Stuart Sterling, marketing manager of shelf seafood at Simplot, added that the company aims to bring a refreshing image to the John West brand. “The campaign, which resonates strongly with our target market, captures the simple truth that consumers see hand-cut Tuna and Salmon Slices as the ideal product format and are looking for inspiration in terms of usage,” he added.

The campaign will run in Australia until August.



Credits:
Project Perfecty Cut
Client Simplot
Creative agency Grey Melbourne
Executive creative director Ant Shannon
Deputy creative director Brendon Guthrie
Head of art Tim Holmes
Photographer Andreas Smetana
Retouching Electric Art
Agency producers Sandi Gracin & Gary Galacho
Account service Tim Clark & Ben Dalla Riva
Strategy planning Simon Rich
Media Mitchell and Partners
Exposure Print, online