John West, the leading canned fish brand in the UK, is encouraging UK shoppers to stop the robotic weekly shop and think 'outside the can' to find some deliciously healthy snack ideas.

The new cross selling campaign is designed to open the eyes of shoppers who visit the canned fish aisle simply to stock up on tuna without stopping to checkout the nearby added-value products such as Tuna Light Lunches.

Taking advice from communications experts BJL, the product managers decided to embark on a campaign for Sainsbury's to increase customer awareness of the other options within the John West range. For this, the campaign required a mechanism that was big on space to allow for generous amounts of copy, photos and nutritional information yet flexible enough to get the right message across.

The Account Manager at BJL said "We decided that Fix-a-Form was the ideal tool for highlighting these tuna snacks and including a money off coupon to encourage trial purchasing. It was cost effective, efficient and immensely impactful."

Two types of Fix-a-Form were produced for the campaign to cover the oil and brine variations. The multi-page labels are applied to John West multi-pack tuna chunks.

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