John West

Making healthy choices attractive

Many people want to eat healthier, but in reality convenience, habit, or taste perception often outweigh intention. Healthy options are quickly seen as less tasty, less enjoyable, or simply more effort.

For John West, this posed a clear challenge: how do you ensure that fish and healthy food are not only perceived as sensible, but also as tasty, appealing, and a natural part of everyday meals?

The behavioural question

What needs to happen?

People should not only know that fish is a healthy choice, but choose it more often — and with enjoyment. At the moment of cooking, grocery shopping, or putting a quick meal on the table.

Our approach

We started with eating behaviour. In daily life, choices are made quickly and often unconsciously. This means health only works when it goes hand in hand with taste, convenience, and inspiration.

Together with John West, we developed a communication approach in which healthy food is positioned as something you actually crave. Not preachy, but tempting. Not complicated, but practical.

The focus shifts from “good for you” to “tasty and good for you.”

We translated this approach into:

stories and content centred around flavour and enjoyment
communication that shows how easy healthy choices can be
tools and assets that connect to moments of use and preparation

What this set in motion

Healthy food becomes less of a rational calculation and more of a natural choice. By aligning with taste and convenience, the barrier to choosing fish more often is lowered.

Communication thus supports not only brand preference, but real changes in eating behaviour.