VCCP creates new campaign to re-launch Jordans Muesli

30th September 2008

VCCP has created a new advertising campaign for Jordans muesli range. The campaign will re-launch the Jordans brand through press and poster advertising that breaks nationally on 29th September. The campaign will support the launch of new packaging and upgraded products for the Jordans muesli range hitting stores over the next week.

The brand relaunch aims to highlight the delicious natural taste of Jordans and the company's commitment to sourcing and growing all its cereals in a natural and sustainable way from British farms.

The integrated campaign consists of five press ads and two posters all of which feature a contemporary, illustrative style and demonstrate Jordans' passion for natural ingredients and great taste, along with their commitment to sustaining the British countryside. All of this is summarised in the line 'Jordans. We know our food' and builds on visual elements from the brands new look packaging designs.

Carol Welch, Marketing & Development Director at Jordans, said, "By communicating our unique benefits in an involving way, the ads compliment our pack, web, and BTL activity to form part of a truly integrated campaign that will engage our consumers wherever they come into contact with the Jordans brand."

Dale Gall, Managing Partner at VCCP said, "Jordans has an incredible level of personal care at every stage; from the field the cereal is grown in, the farmer who grows it and the minimal ways in which they process it - they do all the can to ensure they keep the natural taste. This campaign attempts to reflect this care and knowledge for food in a modern, yet Jordans way."

The campaign was written and art directed by Gavin McDonald & Ken Taylor. Media planning and buying was handled by MPG.