Jaffa citrus is to enjoy a year-round promotional boost in the UK in 2007, thanks to the launch of a 12-month consumer campaign by Israeli produce marketer Mehadrin Tnuport Export (MTEX).
A comprehensive presence in consumer and trade press will be complemented by two intensive in-store and on-pack initiatives in February and July.
This month, 3-D Jaffa orange floor graphics will be present in the fresh produce aisles of Tesco outlets, advertising an offer to ‘Win a Jaffa Car’, details of which can be found on fruit packs. The competition will also be advertised in petrol garage forecourts, and the activity repeated in July.
“Our aim is to boost sales of Jaffa-branded fruit to Tesco consumers,” said MTEX UK managing director Dov Warmen. “Because the campaign is taking place in-store, we are targeting all consumers across all age ranges.”
Consumer advertisements will also run in key food magazines, such as BBC Good Food, and will focus on the health, beauty and convenience benefits of eating Jaffa citrus, as well as highlighting the importance of the fruit’s taste.
“We have chosen to target February and July primarily, as in February every variety of Israeli-grown Jaffa citrus is available in the UK, not just oranges but also easy peelers and grapefruit, and July is the peak season for our South African-sourced fruit,” explained Warmen. MTEX will be switching to South American citrus supplies in August and September.
“We are looking forward to the new campaign, which is a combination of clear and modern messages in advertising and PR, and tried and tested in-store promotions that we know will be popular with shoppers. Jaffa is the UK’s most-recognised fresh produce brand, not to mention the best-loved, and this campaign will build on its strong reputation throughout 2007,” Warmen said.
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