Jordans pushes its new Superfoods range through VCCP's ad campaign

Jordans is supporting its Superfoods range with a heavyweight advertising campaign through Vallance Carruthers Coleman Priest (VCCP). Called Jordans Superfoods, the cereals, bars, porridge, granola and muesli each contain the five superfoods: almonds, blueberries, pumpkin seeds, cranberries and oats.

VCCP has produced three distinct creative executions, individually highlighting one of the superfoods. Either oats, blueberry or almonds is shown in the foreground with the other foods positioned in the background and different strap lines accompany each execution, including "They're not called super for nothing' and 'Made with some of the most powerful ingredients on the planet".

The campaign is aimed at a wider target audience than is usual for Jordans, one to include a slightly lower age demographic, the 35 plus group. The campaign, which launches at the beginning of July, will include a heavy weight press presence in the weekend national supplements, the nationals and quality magazine sector.

The photography was undertaken by Tessa Traeger and the creative team from VCCP was Dave Woodall and Matt Lloyd.

Paul Phillips, account director at VCCP says: "There's a lot of coverage in the press about superfoods but Jordans is the first cereal company to produce a dedicated range, so we wanted to create a campaign to educate consumers about the ingredients and the range."

Claire Sutton Senior Brand Manager of Jordans cereals says: "The Jordans superfoods campaign represents a significant push for us to introduce a whole new gamut of healthy and natural foods to a wider audience; one that is already familiar with the Jordans™ brand but perhaps less so with its wide range of great tasting, healthy food options."

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For further information contact:
Paul Philips at VCCP on 020 7592 9331 or visit www.vccp.com