VCCP Launches New Jordans Cereals Campaign

13th March 2009

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.'