VCCP has created a new TV campaign for Jordans cereals, which breaks on 16th March. The 30” commercial, for Jordans Country Crisp, is the first major campaign for the brand for four years.
The campaign aims to highlight the care which goes into ensuring every box of Jordans Country Crisp tastes great. Using the line ‘You can taste we care’, the animated commercial talks of the passion which Jordans have for making great tasting cereals, from sourcing the finest nature-friendly oats from farmers they know and trust to baking the perfect cluster by eye.
The TV commercial, the first animated ad for the Jordans brand, builds on the visual identity used by VCCP in their 2008 print campaign. VCCP chose Bill Oddie, known for his association with nature and conservation as the voice over for the ad. Oddie, most recently presented BBC Spring watch, which has been filmed on location at Pensthorpe, the nature reserve that is now owned and run by Bill Jordan and his wife Deb.
Carol Welch, Marketing and Innovation Director, said, ‘Jordans has incredible brand heritage based on values and benefits of whole foods and nature friendly farming. We believe sourcing the right grade of nature friendly oats from our 50 local farmers really does make a difference to the taste and freshness of our Country Crisp Clusters. We want to bring this to life in a way that engages consumers and helps them understand that not only do our products taste great they are also made in a way that is genuinely different. ’
Ed Maxwell, Account Director, VCCP, said, ‘Jordans is one of the only UK cereal brand which can trace all of its cereals back to source. This ad aims to give consumers an insight into Jordans’ unique commitment to making great tasting cereals in a responsible way.’
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Creds
Project name: Jordans Country Crisp ‘Inside the box’
Client: Jordans Cereals
Brief: Increase penetration of Country Crisp by talking about Jordans’ unique taste and care credentials.
Creative agency: VCCP
Agency Producer: Marcus Eley
Copywriter: Ken Taylor
Art director: Gavin MacDonald
Planner: Dale Gall / Dan Izbciki
Account Director: Ed Maxwell
Media Agency: Zenith Optimedia
Media planner: Lucy Mullan
Production Company: Not to Scale
Director: National Television
Post-production: National Television Audio post-production: 750mph
Exposure: National TV
About Jordans
After seeing the benefits of eating whole foods while travelling through California (as a drummer in a rock band) during 1969, Bill Jordan brought the idea of eating wholesome, natural foods back to the UK.
Bill and his brother David set up their business at the back of the Jordans family flour mill and made their first organic breakfast cereal in 1972.
Bill Jordan launched the UK’s first cereal bar over 29 years ago in 1979. The Original Crunchy bar is still on sale today along with many other Jordans products including the best selling Country Crisp, Frusli and Muesli ranges.
2008 saw a substantial packaging re-brand and the announcement of a merger with fellow wholegrain cereal brand Ryvita via parent company Associated British Foods. While ABF now owns the majority of shares in the new Jordans & Ryvita company, brothers Bill and David Jordan maintain a substantial share holding and continue to have active involvement in the running of the new company, which is based near Holme Mills in Biggleswade Bedfordshire, home to the Jordan family since 1855.
VCCP
For further information about VCCP please contact Sarah Adamson, Marketing Manager, 02075 927478 / 07709 484636, saraha@vccp.com.
VCCP is 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 makes brands shine brighter, based on the principle that brands need to create living brand worlds. Clients include O2, Comparethemarket, Muller, COI, and London Olympics 2012.
The agency has also built a reputation for work that works. VCCP has more IPA effectiveness awards than any other agency its age, winning 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 2 gold and 2 silver BTAAs for the Home Office’s Alcohol Harm Reduction work
• Winning Muller Rice and Fruit Corners business
• Creating the most talked about campaign of 2009 with comparethemarket.com’s launch of Aleksandr the meerkat
• Launching The O2, now the world’s most popular entertainment venue
• Becoming the first creatively led advertising agency in the UK to launch a specialist search marketing agency, VCCP Search
