Exclusive Mary Carmichael Food and drink connoisseur Oz Clarke is to front Jordans' new TV ad campaign as part of a £7m programme ­ the company's biggest yet ­ to support the brand's relaunch. The ads, which kick off on February 12 and run throughout the year, are aimed at shifting consumer perception of Jordans' products from worthy to tasty. They focus on the Country Crisp cereal and Frusli bars and feature Clarke raving about the products' flavours, health and naturalness. The locations ­ a field and an evocative street market ­ have been chosen to reinforce these values. "We want people who haven't tried Jordans' products to be tempted," said business development director Ed Olphin. The campaign includes instore sampling, money-off voucher door drops and cover-mounts on outdoor activity magazines, as well as tailored promotions ­ all linked with the TV ads. There are new Frusli display units for impulse outlets and convenience stores. New packaging, due on shelf in February, will feature Holme Mill, Jordans' own production facility, on the range's logo. Luxury Muesli has been renamed Special Muesli. Planned product developments include new Absolutely Apricot Frusli bars and Country Crisp cereal with extra fruit. Olphin said adult indulgence and health were the two fastest growing sectors in the breakfast cereal category, despite price deflation and the decline in sit-down breakfasts. {{P&P }}

Topics