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
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