Jaffa bosses are set to spend more than £1 million to relaunch the iconic brand into the UK market.
Mehadrin Tnuport Export (MTEX), UK Jaffa representatives, will be investing in the project, which is being part funded by the Israeli Ministry of Agriculture.
This follows a decision to secure year-round availability of Jaffa citrus products to UK consumers and the marketing is aimed to tap into the growing worries of obesity and demand for healthy products.
Jaffa has appointed McCann Erickson to develop creative plans which will include television advertising. The campaign will target health-conscious young women and mothers concerned about their children’s nutrition.
Dov Warmen, managing director of MTEX (UK), said: “There’s phenomenal market potential in the Jaffa brand name. We will make the investment to raise its profile and position our citrus fruits as the first choice for UK consumers.”
McCann’s creative idea borrows from the Garden of Eden theme. In addition to TV treatment it extends to PR with a search for a ‘contemporary Eve’.
“This is a fantastic opportunity for us to shape the future of a legendary brand,” said Jaakko Alanko, managing director or McCann Erickson Business Communications, “and we want to make sure Jaffa is an essential ingredient of the rising generation’s new, healthier lifestyle.”
