VCCP has created a new TV campaign for Jordans Muesli, which broke on 15th February.
The campaign focuses on the abundance of delicious natural ingredients inside every box of Jordans muesli. Bill Oddie, the famous bird-spotter, acts as our guide as we zoom through the window on the box to see an animated country scene through binocular vision. Through the course of the ad we see the ingredients brought to life as if they were birds in a nature documentary; we see a family of hazelnuts, a gaggle of pineapples, and a flock of Chilean flame raisins. Finally we return to the real world as we pull back out of the box.
Carol Flint, Jordans Head of Brand, said, ‘Our new TV commercial features Jordans Muesli and Crunchy Oats, two ranges that we have recently re-designed to showcase the abundance of natural ingredients they contain. This new campaign is the latest installment in our sustained investment behind the Jordans brand.’
Ed Maxwell, Account Director, VCCP, said, ‘This commercial celebrates the delicious natural ingredients inside every box of muesli in a way which is in keeping with Jordans’ nature-friendly approach to making cereals.’
About Jordans
• Jordans helped launch Conservation Grade™ ‘Nature-Friendly’ farming 25 years ago in 1985 and is now working with over 50 British farmers to turn 10% of their productive land into wildlife habitats – havens for wildflowers, insects, birds and bees – which preserve the goodness of the countryside. That’s over 50,000 acres of British farmland.
• The Jordans family has been in business for over 150 years, originally as flour millers, before the fifth generation began making breakfast cereals in 1972. Jordans has been at the centre of the Biggleswade (Bedfordshire) community for over 150 years when the family bought their original flour mill, the site where their cereal bars are still made today. Jordans’ heritage and skill in milling means that they select only the best natural ingredients for their cereals, expertly blending them to ensure every spoonful is abundant, delicious and wholesome.
• The Jordans range includes Muesli, Country Crisp, Crunchy Oats, Porridge and Cereal Bars and is available from leading supermarkets and independents nationwide.
• Bill Jordan introduced the first cereal bar, Original Crunchy in 1985.
• Bill Jordan, a pioneer of the whole food movement in the UK, is and always has been passionate about creating the highest quality natural food possible. After seeing the benefits of eating whole foods while travelling through California as a drummer in a band during the 1960s, Bill was determined to bring the idea of eating wholesome, natural foods to the UK.
Creds:
Project name: Jordans Country Crisp ‘Binoculars’
Client: Jordans Cereals
Brief: Increase penetration of Jordans wholesome cereals by focusing on the delicious wholesome ingredients
Creative agency: VCCP
Agency Producer: Vanessa Butcher
Copywriter: Ken Taylor
Art director: Gavin MacDonald
Planner: Richard Reynolds
Account Director: Ed Maxwell
Media Agency: Zenith Optimedia
Media planner: Eva Christensen
Media Spend: Not disclosed
Production Company: Not to Scale
Director: National Television
Post-production: National Television Audio post-production: Grand Central
Online post-production: Rushes
Exposure: National TV
- ENDS -
For further information please contact Sarah Adamson, Marketing Manager, VCCP on 07709 484636 or 02075 927478.
Editors Notes:
An integrated communications agency pioneering a new approach, VCCP has a well earned reputation as one of the most innovative agency forces working in the UK.
VCCP creates visual narratives, based on the principle that brands need to make an immediate visual impression to have an impact. Clients include O2, Comparethemarket, Muller, COI, and London Olympics 2012.
The agency has also built a reputation for work that works. VCCP has won five IPA Effectiveness Awards between 2004 – 2007 including Gold and Grand Prix for O2 and The Effectiveness Agency of the Year (billings below £100m).
Recent activities include:
• Winning Marketing Magazine’s Creative Agency of 2009
• Being shortlisted by Campaign for Advertising Agency of the year and Digital Agency of the year – the first agency ever to make both lists
• Comparethemeerkat.com winning ‘Campaign of the Year’ in Campaign, Marketing and comparethemarket.com being awarded ‘Brand of the Year’ by the Marketing Society.
• Creating social communications agency, ICON, to combine the best of advertising, digital and PR
• Launching VCCP Health to bring the VCCP approach to creativity and brand strategy to the world of pharmaceuticals
• Expanding our international offering: the Berlin office continues to grow and we’re opening our Czech office shortly
• Helping O2 reach their highest ever levels of consideration - working on brand extensions such as O2 money and O2 family as well as continuing to evolve the phenomenally successful Priority scheme for O2 customers
• Creating the Government’s high profile Alcohol Harm Reduction and Sexual Health campaigns
