Celebrating its role as proud protein partner of ParalympicsGB, John West has launched a new humorous campaign celebrating the strength of ParalympicsGB athletes, while poking fun at the effects of its food.

The campaign, created by Havas, builds on John West’s ‘eat strong, go strong’ brand positioning. Various social executions and out-of-home creatives play on the idea that eating John West protein makes people stronger than ever.

A series of funny TikTok spots sees ParalympicsGB athletes; Kadeena Cox, Nathan MacQueen and Hollie Arnold not realise their own strength after eating John West. From lifting up cars to retrieving javelins from miles away, the humorous spots play on the notion of not knowing your own strength. Utilising a found-footage style to emulate videos on TikTok filmed from people's doorbells, the undercover appearance adds to the humour of the campaign.

The out-of-home element similarly dramatises the effects of John West. A bespoke special build features life-size javelins piercing copy that reads, “warning, protein-fuelled javelin throwers are getting serious air miles’’. Other executions feature sports including cycling and shotput.

Havas Media UK has helped develop a media plan that strategically places special builds across three major screens in the UK, including The Pump Station by Westfield London, Pin Mill Brow in Manchester and New Moseley Road in Birmingham.

"This campaign truly exemplifies the synergy between creativity and strategic media planning—by positioning this captivating special build in central locations across the UK, supported by this engaging multi-media campaign, we will together ensure maximum visibility and inspire nationwide support for these incredible athletes," says Andrew Darby, Managing Partner, Havas Media Network.

The campaign will be live across the summer and throughout the Paralympics.

Through humour, John West celebrates its role in helping nourish ParalympicsGB athletes with a tongue-in-cheek celebration of strength.