No Drain Tuna uses patented technology which allows the tuna to be canned without excess liquid while retaining its succulent taste.
Breaking on 16 February, the TV creative forms part of a massive £3m marketing support package. The commercial shows a number of people using various techniques to avoid the mess of draining a can of tuna. Then, a woman who has discovered new No Drain, opens her can and simply places the tuna steak onto her salad without draining it first, and without any mess at all.
In the background, music played on fiddles can be heard. In the end it is revealed that two strange looking fishermen playing the fiddle are the source of the music. They are quickly sent packing to underline the message that No Drain is tuna without the ‘fiddly bit'.
John West marketing director, Jeremy Coles, said: ‘We've created an advert that we believe will really resonate with our core target audience, by bringing the nuisance factors we know they associate with draining tuna to life, in a very light-hearted way.'
‘We're confident consumers will see the advert and buy into the product benefits, creating instant appeal and driving them to purchase. We also aim to attract new and lapsed shoppers to the category by bringing canned tuna front of mind, and breaking down existing barriers to use.'
In addition to the TV campaign, the No Drain launch will also be supported by outdoor advertising, created by CheethamBell JWT.
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