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.

“The idea is very simple. People like watching cooking shows and people like wild animals,” Cummins & Partners co-executive creative directors, Ben Couzens, said.

“We combined the two with some pretty entertaining results. And with nearly two million eyeballs on these films in just one week, it has struck a chord. Oh, and no animals were harmed when filming…. just a couple of avocados.”

The Lunchtime Social Feed has been rolled out across Facebook, Youtube, digital, and the brand’s website.

Agency: Cummins & Partners
Executive Creative Directors: Jim Ingram, Ben Couzens
Art Director: Sang Wun-Kim
Writer: Chris Ellis
Art Director: Aaron Lipson
Strategy Planner: James Bennett
Designer: Rowan Hammerton
Agency Producer: Naomi Nienaber
Group Account Director: Rod Mooseek
Senior Integration Manager: Alisa Mezhov
Integration Manager: Liz Mitchinson

Director: Nigel Camilleri, Cummins&Partners
DOP: Joel Betts
Editor: Graeme Phillips, Cummins&Partners
Sound Engineer: Dylan Stephens, Risk Sound

Digital Producers: Chris Lee, Tiffany Schrauwen
Digital Developers: Ed Spurrier, Chris Staring
Digital Designers: James Gilbert, Christine Calo
Digital Planning Director: Zac Martin
Digital Developer: Chris Staring

PR: Mango
Account Director: Amanda Sheat
Account Manager: Lauren Hunt
Account Coordinator: Emma Paolucci

Media: Initiative
Client Director: Georgina Leslie
Client Manager: Tara Ridolfi

Client: Simplot
Senior Brand Manager – Shelf Seafood: Stephanie Dore-Smith
Brand Manager – Shelf Seafood: Ryan Willett
Brand Manager – Shelf Seafood: Lisa Ainsworth


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