Thai Union-owned John West Foods is changing tack and repositioning itself beyond canned fish in a bid to bring lapsed consumers back into the category while tempting new younger shoppers into the brand.

The group's new brand positioning strategy is focused around the theme of nutrition, and by using the new tagline "Eat Strong Go Strong," it aims to highlight seafood's benefits and positive impacts on consumers’ lives.

The strategy is being supported by a national TV advertising campaign as well as video on demand (VOD), social and gym advertising.