A new lifestyle marketing campaign for Jersey Royals is set to begin. A £1 million trade and consumer push running from April to June. Aimed at re-positioning Jersey Royals to appeal to a younger 25-44 age group, the strategy features advertisements with a lifestyle focus.
Traditional loyal users will be reminded of the inherent quality of the brand through reinforcement of the heritage, the unique flavour of the provenance of this popular potato variety. The campaign encompasses above and below the line support, positioning the Jersey Royal as the “vintage champagne” of potatoes with the strapline “Jersey Royal New Potatoes. Remarkable Good Taste.”
“We are very excited about the new campaign which is a huge boost for the industry particularly because Jersey Royals are back on television after a two-year break,” says David de Cateret, director of tourism and marketing at Jersey’s Economic Development Department.
Television advertising will run from April 26 and continue into May with advertisements on ITV, GMTV, Channels Four and Five and satellite channels. This coverage will be backed by press advertising in consumer magazines in order to maintain consumer awareness and demand throughout the season and well into June. It will create stand-out for Jersey Royals as a lifestyle brand in an increasingly competitive market. Ninety per cent of all main shoppers will be exposed to the campaign on average of more than four times each.
April sees a logo change and the launch of a new-look Jersey Royal website www.jerseyroyals.co.uk to highlight the desirability of the Jersey Royal and reinforce its premium positioning. There will also be tactical retailer promotions in May including sampling activity in Harrods Food Hall reaching a footfall of 500,000 visitors over a two-week period.
A dedicated PR programme will use the lifestyle approach to target consumer and food magazines, national press, TV and radio programmes in order to reach a younger audience. Author of best-selling book The Story of the Potato, Alan Wilson, has been recruited for PR to talk about the unique flavour and quality of Jersey Royal and to explain why the variety is so special.
“The new logo has already been well received by our business partners,” says de Cateret. “The crop is progressing well as a result of mild weather and we are very optimistic about the 2003 season.”
The lifting of Jersey Royal potatoes began in the first week of April this year and volumes have been steadily on the rise ever since, repots the newly formed Jersey Royal Potato Marketing Company. The outdoor crop benefited from dry weather conditions in the planting period of February and March.
“The Jersey Royal potato crop has been selling well,” says Geoff Turner, Redbridge Holdings business development manager. “Although the season was late to start due to frost and cold weather, it should be back in focus by the beginning of May.
“Redbridge has enjoyed a long relationship with Jersey Royal (formerly through Top Produce) and this season Redbridge has exclusive, specially developed bags that have both the Britfresh and Jersey Royal logos.
“Jersey potatoes are a high quality premium product, planted by hand with care,” says Turner. “Their taste, texture and this traditional method of planting make them exclusive and there is nothing really comparable in the marketplace. The trend is for a lot more washed potatoes - this is due to convenience because of busier lifestyles but there will always be a place in the market for Jersey Royals because they are a high quality, low volume, exclusive potato.”
There have been a number of factors, in recent years, which have combined to create a difficult time for Jersey growers and marketers. The fact that Jersey is not a member of the EU means that it lacks access to subsidies and grants available elsewhere, while a decline in the number of growers has raised questions as to the viability of the export trade. The formation of the new Jersey Royal Potato Marketing Company aims to address these concerns (see the Journal April 16). Six growers have joined together to represent more than three-quarters of the island’s total sales with an integrated approach to the growing and marketing of the crop. The company plans to increase and diversify and to continue to make better use of its capital equipment and investment.
There can be little doubt that Jersey potatoes come up against some stiff competition. Where once only Jersey potatoes were available, other countries have muscled in, and seasons are now more likely to overlap.
“When Jersey Royals are at their peak, they are the best potato going,” says Keith Wevers, salesman at JR Holland. “Each potato has its season and in April and May, Jersey is undoubtedly the best, but it does lose its attraction as Cornwall, Kent, Essex and the southern counties begin to come on stream. Majorcan produce or Egyptian are other good alternatives to Jersey potatoes but Jersey has had a good name for a very long time and in the peak of its season it really is the best around.
“Growers used to use seaweed as a fertilizer and there is still the odd grower who does,” says Wevers, “but for the most part, chemicals are now used and the flavour has suffered accordingly.”
This year’s quality is similar to last year, says Wevers. “The indoor stuff is coming through now and outdoor produce is starting anytime now. It is still slightly too early to say for sure, but we will have a better idea later on.”
According to Davy Kelsall at JT Produce, prices for Jersey produce are high this year at £1.50 a lb for ware and £1.30 for mids. “We have had a slow start in terms of selling,” says Kelsall. “It seems there was a lack of rain in Jersey which reduced yields and that is keeping the prices up. They are expensive for the time of year but people don’t mind paying.
“There is a core of customers who want Jersey potatoes because of the size, the flavour and their reputation - at the end of the day it is all in the name.”
No comments yet