John West Film Lucky Pete by Cheetham Bell J. Walter Thompson UK

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Lucky Pete

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Industry Grocery and Other foods
Media Film
Market United Kingdom
Agency Cheetham Bell J. Walter Thompson UK
Released February 2011


Epica Awards 2012
TV/Cinema commercial Food Bronze

Credits & Description

Agency (city): CheethamBellJWT
Creative Director(s): Andy Cheetham
Copywriter(s): Andy Huntingdon
Art Director(s): Martin Smith
Production Company (& City): Uber Content
Film Director(s): Luis Gerard
Agency Producer(s): Bridget Pelicias
Short explanation
A John West fisherman links a can of tuna to the trawler from which it was caught. He then goes on to tell us a quick tale about a member of the trawler’s crew, to highlight the fact that you can now track all John West tuna back to its source.
To demonstrate John West’s commitment to openness and transparency, we created a world-first initiative that let consumers track exactly where their canned tuna was caught and even which John West boat caught it.