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The advertising business shifts out of Manchester agency BJL, which won the business from Leo Burnett four years ago.

The canned-fish brand, which was acquired by merchant bank Lehman Brothers from Heinz in a £290m deal in February, is planning a TV, press and in-store campaign in its first major work since the acquisition.

The activity is intended to build on the award-winning work created by Leo Burnett in 2001. The 'Fishing' campaign, which featured a man fighting a bear for the best salmon, won a Gold Lion at Cannes. The ads emphasised that John West selects only the best fish for its products.

In May, the brand relaunched its tuna Light Lunch meals with a campaign through BJL.

The revamp, which included reformulated recipes and redesigned packaging, is intended to rejuvenate the brand and position the products as a healthy lunch option.

The overhaul was backed by TV ads featuring a giant tuna competing in a marathon, as well as direct mail and in-store activity.

Media planning will continue to be handled by Vizeum.