Today sees the relaunch of one of the fresh produce industry’s truly iconic brands, as a new Jaffa logo is unveiled to the global trade in Rotterdam.
The Jaffa brand name celebrates its 50th year in the UK market this year. More than half a billion dollars has been invested in its development worldwide in that time, but since the turn of the millennium, there had been a downsizing of promotional and marketing activities in the UK.
The re-design, the first alteration to the brand in 15 years, aims to freshen up Jaffa with a contemporary look, to appeal to a broader range of customers without alienating its existing base. A new strapline “Love life. Love Jaffa” and active figures also aim to revitalise the brand and redefine its position in the global market.
Research undertaken by Israel-based citrus grower and exporter Mehadrin Tnuport Export (MTEX) in the UK illustrated that consumers recognise the Jaffa brand and associate it with quality and consistency, but felt that this was not being communicated effectively at store level.
A Harris Poll survey also showed that the association of the brand with citrus is disproportionately stronger among older consumers. Only 12 per cent of the 16-24 age group were able to make the link, compared to 65 per cent of over-55s.
MTEX is funding the campaign in the UK, and general manager Marius du Plessis said: “We felt that the brand was in need of a new look. Our research showed us that we are in danger of losing our longstanding brand heritage in the UK, because we have not been communicating strongly enough with our consumers at store level.
“This new look really brings the brand up to date and our marketing campaign will help us to raise awareness among our core target audience.”
London-based agency Arbor Creative has designed the new brand identity and brand theme, which will be used across all on-pack communication, marketing activities, a new website and all promotional activities.
A long-term marketing campaign to support the re-brand will also be launched. It includes sponsorship of Team GB’s sailing academy in Weymouth, as it builds up to hosting the sailing and windsurfing events at London 2012, as well as a tour of the UK’s summer hotspots in a Jaffa-branded classic VW campervan.
The campaign hopes to attach values such as health, energy and vitality to Jaffa through involvement in outdoor activities - already this month, Jaffa oranges have been distributed at the grand final of Street Athletics in Manchester, as part of a tie-up with the initiative run by former Olympians Linford Christie and Darren Campbell.
Around 200 trade insiders will attend the global launch event, at the Feyenoord football stadium in Rotterdam this afternoon.
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