John West lets wild bear loose in the kitchen in new Cummins and Partners campaign

John West has let a wild bear loose in the kitchen and seen its new campaign for its Special Edition Fiery Range go viral as a result.

The Lunchtime Social Feed campaign from Cummins & Partners Melbourne, which won the business earlier this year, features John West’s mascot, a wild Kodiak bear, as a celebrity chef preparing recipes using the tinned tuna.

The bear smashes its way through the kitchen set making snacks in a parody of commercial cooking videos that are popular online.