Around 150 industry insiders turned up at the Feyenoord football stadium in Rotterdam last week to witness the unveiling of the new Jaffa logo.
Representatives from Israel, the UK, the Netherlands, Germany, Finland and Russia turned up to see the launch of the Israeli citrus brand’s new identity.
Mehadrin Tnuport Export (MTEX) chairman Jonathan Bassi kicked off proceedings with a short introduction to the Israeli company, which is funding the new marketing campaign in the UK, designed by London agency Arbor Creative.
The Israeli ambassador to the Netherlands also spoke at the event, reiterating how important agriculture was to his country.
Marius du Plessis, MTEX UK general manager, explained the background to the relaunch of the campaign. “In November last year, we started looking at how to rejuvenate Jaffa,” he said. “A brand only truly exists in the minds of the people who know it. We wanted to see the evolution of the existing logo into something more contemporary, but still build on its established history and find its unique selling point.”
A Harris Poll survey conducted as part of the research into the brand revealed some fairly startling results, said Du Plessis, with many of those polled associating the word Jaffa with Jaffa cakes rather than citrus. The findings also showed that older consumers identify more strongly with the brand than younger shoppers.
On a positive note, consumer group results showed that people associate Jaffa fruit with quality, consistency and freshness, and that in many cases it is the citrus of choice for shoppers - regardless of cost.
“As a brand and as a grower, we are responsible for explaining to all retailers that it is no longer the age of simply just exporting the fruit,” said Du Plessis. “It is hard to change the structure of a PR campaign in the current climate, but we have chosen to focus on health, energy and vitality.”
Much of the new campaign will centre around the London 2012 Olympics, including sponsorship of Team GB’s sailing academy in Weymouth, which will host the sailing and windsurfing events at the games. “We wanted to build a market strategy that would capture the older generation, draw in younger consumers and generate a more inclusive market,” said Du Plessis. “Our new strapline - ‘Love Life. Love Jaffa’ - is all about lifestyle and vitality.
“The Olympics and Jaffa have parallel messages - energy, passion, inspiration and inclusiveness. We want to make this a golden opportunity for Jaffa.”
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