Bear Fight Marketing Campaign
To increase their UK market share, in November 2000 John West canned salmon started a marketing campaign revolving around a viral video in which what appears to be a bear fights a fisherman for a fresh salmon. The video soon became a huge Internet meme, and by 2006 it was reported to be viewed over 300 million times, making it the sixth most viewed video online.
The video was filmed on Invercauld Estate, near Balmoral, on the River Dee in the Scottish Highlands. Directed by Danny Kleinman, created by Paul Silburn and voiced by Tony Clarkin, the video campaign won a number of awards, including:
- British Television Advertising Awards - "Best Commercial of the Year" (2001)
- Advertising Creative Circle Awards - "Winner" (2001)
- Intl. Food & Beverage - (Creative Excellence Awards) "FAB Award" (2001)
Read more about this topic: John West Foods
Famous quotes containing the words bear, fight and/or campaign:
“I can’t bear art that you can walk round and admire. A book should be either a bandit or a rebel or a man in the crowd.”
—D.H. (David Herbert)
“Hence to fight and conquer in all your battles is not supreme excellence; supreme excellence consists in breaking the enemy’s resistance without fighting.”
—Sun Tzu (6–5th century B.C.)
“The fact that a man is to vote forces him to think. You may preach to a congregation by the year and not affect its thought because it is not called upon for definite action. But throw your subject into a campaign and it becomes a challenge.”
—John Jay Chapman (1862–1933)