John West introduces celebrity 'Chef Bear' to launch fiery range

16 August 2016

Creative Agency: Cummins&Partners

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John West's much loved mascot, the Kodiak bear, is its new celebrity chef, whipping up meals using its new fiery range.

The Lunchtime Social Feed, created by Cummins&Partners, sees Chef Bear prepare four recipes using John West tuna, as best as a bear can.

Cummins&Partners Melbourne co ECD Ben Couzens says: “The idea is very simple. People like watching cooking shows and people like wild animals. We combined the two with some pretty entertaining results.

" And with nearly 2 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 runs across Facebook, YouTube, digital and

Simplot Australia brand manager Ryan Willett says: "This is a very competitive category and with social feeds dominated by cooking videos, using our biggest brand asset to create some cut through made a lot of sense."


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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