John West Fuels Athletes Strength in Lead-up to the 2024 Paralympic Games

With the Paris 2024 Paralympic Games just under two weeks away, John West - the UK's leading tinned fish brand and trusted household name- has launched a new campaign to celebrate the strength of ParalympicsGB athletes, and their role as proud protein partners of ParalympicsGB.

Building on John West’s brand positioning ‘EAT STRONG, GO STRONG’, the campaign showcases the power of natural protein, and how it fuels you to be strong, in whatever you do.

To relay this message, the campaign humorously dramatises the effects of John West’s natural protein on ParalympicsGB athletes via a bespoke special build with a life-sized javelin peeking out, with supporting copy 'warning, protein-fuelled javelin throwers are getting serious air miles’. The special build sits alongside a number of DOOH, which feature other sports, including cycling and shotput - further playing on the effects of John West’s natural protein.

The media plan, developed by Havas Media UK, strategically positions the special build across three screens in major UK cities to ensure nationwide visibility. Key commuter spots have been selected to maximise exposure, including The Pump Station by Westfield London, Pin Mill Brow in Manchester and New Moseley Road in Birmingham.

The campaign also includes a series of humorous TikTok videos, which sees three ParalympicsGB athletes; Kadeena Cox, Para Cycling and John West protein Ambassador, Nathan MacQueen, Para Archery and Hollie Arnold, Para Athletics, not realising their own strength - lifting up cars and retrieving their equipment from people's gardens. Filmed in an undercover style way, the videos utilise the popular doorbell footage TikTok trend and showcase a range of Paralympic sports.

In February 2023, John West Foods was announced as an Official protein partner of ParalympicsGB. The four-year partnership with ParalympicsGB, covers the Paris 2024 Summer Paralympics and the Milan-Cortina 2026 Winter Paralympics, as well as activities outside of the Games period. This long-term partnership will bring to life the brand’s ‘Eat Strong, Go Strong’ message and further amplify John West’s protein credentials.

Vicki Maguire, chief creative officer Havas London said, ‘’This campaign is fuelled by natural protein…bringing a touch of humour, while getting behind our ParalympicsGB athletes, to bring home the glory….’’

Vikki Babb, John West International, marketing director added, “We are extremely proud to be partnered with ParalympicsGB and are excited to be supporting the team on their road to Paris. The campaign perfectly brings together the John West tongue in cheek tone of voice and benefits of our natural protein.”

Andrew Darby, managing partner, Havas Media Network said, "We’re honoured to work alongside our sister agency, Havas London to support John West's journey in celebrating and empowering ParalympicsGB athletes through the power of natural protein. This campaign truly exemplifies the synergy between creativity and strategic media planning—by positioning this captivating special build in central locations across the UK, supported by this engaging multi-media campaign, we will together ensure maximum visibility and inspire nationwide support for these incredible athletes."

The special build and DOOH are now live, and the TikTok films will be live across the summer and throughout the Paralympics.