VCCP has helped to create a new integrated campaign for Jordans Frusli cereal bars, which broke on 20 September 2010.
In two different 10” bursts Bill Oddie energetically turns Frusli’s fruity ingredients into fun tonque twisters. It’s the fruitiness that makes Jordans Frusli bars distinctively delicious in the highly competitive family cereal bar market, and for us fruitiness is also a source of entertainment and conversation.
The TV ads direct viewers towards FrusliFruityFun.com to participate in a competition on Facebook where they can win a range of fruity themed prizes. Instead of a traditional online quiz contestants are invited to respond to questions about online video of Bill Oddie’s efforts and escapades in the fruitily propped recording studio as he masters the tongue twisters. The competition runs for seven weeks, each with a new video to enjoy.
All six varieties of Jordans Frusli bars contain at least 25% fruit. This campaign focuses on two of them, Red Berry and Truly Tropical.
Bill Oddie has been the voice of Jordans since 2008. This is his third campaign for Jordans.
Lee Smith, Marketing Manager, Jordans, said, ‘We really want to tell people in an engaging way about how deliciously fruity our Frusli bars are so we are delighted to be venturing into new territory online with our FrusliFruityFun campaign.’
Richard Reynolds, Account Planner, VCCP, said, ‘This campaign marks a step change in our work with Jordans, integrating the traditional TV content with Jordans’ voice in social media.’
About Jordans
• 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.
• Frusli comes in six variants: Cranberry & Apple, Raisin & Hazelnut, Red Berry, Blueberry, Truly Tropical, and Apple, Sultana & Cinnamon.
• The Jordans range includes a wide range of cereal bars and cereals and is available from leading supermarkets and independents nationwide.
• Jordans introduced the first cereal bar, Original Crunchy in 1985.
Creds
Project name: Jordans Frusli ‘Tonque Twister’
Client: Jordans Cereals
Brief: Increase penetration of Jordans Frusli by celebrating their fruity fun
Creative agency: VCCP
Agency Producer: Laura Cooper
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: Fold 7
Post-production: Fold 7 Audio post-production: Grand Central
Online post-production: Fold 7
Exposure: National TV
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For further information please contact Ed Maxwell, Account Director, VCCP on 020 7592 9331.
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 was awarded Marketing’s Creative Agency of the year 2009 and Marketing Week’s Agency of the Year 2010
The agency has 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).
