John West is launching ‘Get Yourself Shipshape’, a major consumer campaign encouraging healthier eating and active lifestyles.

Building on the brand’s heritage of making fish accessible to all, ‘Get Yourself Shipshape’ aims to put eating fish more front of mind as part of a balanced active lifestyle. As part of the campaign, John West will be headline sponsor of Great Swim, which hosts the UK’s biggest open water swimming event, the Great North Swim at Windermere in the Lake District National Park and the Great East Swim in Suffolk. The events attract over 12,000 swimmers and over 40,000 supporters. The sponsorship includes large-scale ‘Get Yourself Shipshape’ branding across both swims, product sampling, eCRM and social media. John West has been supplying the UK with quality fish for 160 years.

Swimming is a natural fit for the aquatic brand, and its benefits include improved physical and mental health. To support the brand’s biggest consumer activation in recent years, John West has teamed up with two-time Olympic gold medallist Rebecca Adlington and athlete adventurer Ross Edgley to help spread the ‘Get Yourself Shipshape’ message. Rebecca and Ross will inspire the nation with training tips, advice on how to ‘Get Yourself Shipshape’ and share nutritional tips on how best to improve diet while maintaining a healthy, active lifestyle.

John West is also supporting the Great Run Series 2019, including the Great North Run and will be giving away over 200,000 samples at 21 events.

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