Case study: Consumers trial John West with Eye

Eye Shop has launched an experiential campaign for tinned fish brand, John West.   

The announcement:

Leading retail media supplier, Eye Shop, announces today the delivery of another specially designed Eyelite for tinned-fish specialist, John West’s new product ‘Tuna and Beans’. Commencing July 19 and running through to August 18, the purpose-built Eyelites are located in prime Eye Shop grocery precincts at Westfield Doncaster Shopping Centre in Melbourne.

Turning another creative concept into a special build, Eye Shop worked with Simplot’s agencies Mitchell and Partners and Grey Advertising to prescribe an original solution involving an Eyelite which dispenses John West shopping coupons. The campaign – which was designed to drive awareness and generate trial of John West’s new ‘Tuna and Beans’ product – targets consumers at the last point prior to purchase. The innovative approach has proved a great success with more than 200 coupons dispensed in the first two days of the month-long campaign.

Michael Callaghan, General Manager, Eye Shop, Australia and New Zealand commented, “EYE has seen from previous studies that specially designed Eyelite executions, such as this John West dispenser are effective in reaching target consumers. Special builds create such impact that 25 per cent of respondents remain aware of the campaign up to six weeks after it has concluded.” 1

Further Eye Shop research indicates advertising placed in key precincts close to the point of purchase is eight times more likely to encourage greater trust and brand value.2 Additionally, advertising inside centre drives call-to-action for FMCG advertisers with more than half saying the product advertised would remind them to purchase.

Eye Shop reaches Shoppers inspired to spend across Australia and New Zealand and represents all major shopping centre groups in every major metropolitan market.


  • Eye Shop Frozen Fish Study, August 2009
  • Eye Shop, Attitudes to Mall Media, Survey Sampling International, May 2009.
  • Eye Shop Shampoo Study, Hoop Group February 2009


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