JOHN WEST REVIVES ICONIC FISHERMAN AND BEARS IN NEW CAMPAIGN

John West has launched a fresh brand campaign across Australia and New Zealand, created with Clemenger BBDO and The Sweetshop. Featuring its iconic fisherman and bears, the film highlights the brand’s commitment to selecting only the best fish. Directed by Max Barden, the campaign balances heritage with modern relevance.  

Few brands manage to balance nostalgia with reinvention as seamlessly as John West. The seafood company, long synonymous with its fisherman and bear characters, has unveiled a new campaign across Australia and New Zealand that reimagines its heritage while reaffirming its promise of quality. Developed in partnership with Clemenger BBDO and The Sweetshop, the campaign is a cinematic ode to the lengths John West goes to in sourcing only the finest fish.  

At the heart of the campaign is a striking film directed by Max Barden. Set against the backdrop of a scenic river, the narrative unfolds with a playful twist: a man disguised as a mother bear patiently teaches her cub how to fish. The scene is both humorous and tender, capturing the essence of John West’s storytelling tradition. It is a reminder that the brand’s fisherman and bear characters are not just mascots but cultural touchstones, symbols of resilience and dedication that have resonated with audiences for decades.  

The fisherman-versus-bear motif has long been central to John West’s advertising identity, famously dramatizing the idea that the brand goes to extraordinary lengths to secure the best catch. This new iteration cleverly evolves that narrative, shifting from confrontation to mentorship. By portraying the bear as a nurturing figure, the campaign adds emotional depth while maintaining the playful spirit that has defined John West’s advertising legacy.  

Katie Saunders, Senior Director APAC Marketing at Simplot Australia, underscored the importance of staying true to the brand’s roots while embracing modernity. “With a brand as iconic as John West, evolution had to be grounded in strategy. Staying true to our roots allowed us to deliver a modern iteration that feels fresh and relevant without losing the trust and familiarity that define John West,” she said. Her words encapsulate the delicate balance the campaign achieves: honouring tradition while speaking to contemporary audiences who expect authenticity and creativity in equal measure.  

The film’s production values reflect this ambition. Barden’s direction brings a cinematic quality to the narrative, with sweeping shots of the river landscape and carefully choreographed interactions between the characters. The humour is subtle, never overshadowing the underlying message of quality and care. The fisherman, though less central in this particular vignette, remains a silent guardian of the brand’s ethos, his presence reminding viewers of the enduring promise that John West will always go further to deliver the best.  

Clemenger BBDO’s creative approach demonstrates a keen understanding of brand storytelling. Rather than reinventing the wheel, the agency has chosen to evolve the familiar imagery, ensuring that long-time consumers feel a sense of continuity while new audiences encounter something fresh. The Sweetshop’s involvement adds further polish, with the production house’s expertise in crafting visually compelling narratives evident throughout the campaign.  

The decision to launch the campaign simultaneously in Australia and New Zealand speaks to John West’s regional strength. Both markets have embraced the fisherman and bear characters as part of their advertising folklore, and the new campaign taps into that shared cultural memory. By refreshing the narrative, John West ensures that its message of uncompromising quality remains relevant in a competitive marketplace where consumers are increasingly discerning about provenance and sustainability.  

Beyond the film itself, the campaign is expected to extend across multiple platforms, leveraging digital and social channels to engage audiences in new ways. The fisherman and bear characters, already beloved, are well-suited to interactive storytelling, memes, and short-form content that can amplify the brand’s reach. In this sense, the campaign is not just a nostalgic revival but a strategic repositioning for the digital age.  

Thematically, the campaign resonates with broader consumer trends. In an era where food brands are scrutinised for their sourcing practices, John West’s emphasis on “only the best fish” aligns with growing demand for transparency and quality assurance. The playful narrative of a bear teaching its cub to fish becomes a metaphor for care, responsibility, and passing down knowledge—values that extend beyond marketing into the realm of consumer trust.  

For John West, the challenge has always been to differentiate itself in a crowded category. By leaning into its heritage characters while refreshing their roles, the brand achieves a rare feat: it feels both timeless and contemporary. The fisherman and bear are no longer just adversaries in a humorous skirmish; they are part of a broader narrative about dedication, mentorship, and the pursuit of excellence.  

The campaign also highlights the enduring power of storytelling in advertising. While product claims and nutritional information are important, it is the emotional resonance of a narrative that lingers in the public imagination. John West’s fisherman and bear have become more than marketing devices; they are cultural icons that embody the brand’s promise. By reintroducing them in a new light, the campaign ensures that this promise continues to resonate with audiences old and new.  

Ultimately, the new John West campaign is a testament to the brand’s ability to evolve without losing sight of its identity. It is a reminder that heritage, when handled with care, can be a powerful asset in modern marketing. By blending humour, emotion, and strategy, John West has crafted a campaign that not only entertains but also reinforces its core message: when it comes to fish, only the best will do.  

In doing so, the brand reaffirms its place in the hearts of consumers across Australia and New Zealand, proving that even in a fast-changing world, some promises remain timeless.