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Canned-fish brand John West has launched a TV-led campaign by Havas.

Showcasing a new strapline – "Strength for life" – and visual identity, the campaign positions John West as a broader health and nutrition brand.

The TV ad broke on Monday (9 August) during Coronation Street on ITV and is supported by video-on-demand, social media and gym TV activations.

It was directed by Steve Ayson and produced by Larisa Tiffin at MJZ London. The media agency was Havas Media.