UK cereal maker Jordans Cereals is to invest GBP6.5m (US$9.8m) in marketing support for its range throughout this year.
The activity, announced today (4 March), kicks off with a TV advertising campaign to support the firm’s redesigned Muesli and Crunchy Oats ranges.
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The campaign focuses on the brand’s ingredients and features bird-spotter Bill Oddie. The ad features Jordans Fruit & Nut Muesli and Jordans Fruit & Nut Crunchy Oats.
In addition, Jordans has revamped the packaging for its entire portfolio to place a greater emphasis on the ingredients and the company’s credentials as “a pioneer of nature-friendly farming”, the firm said.
The design includes a bigger window on the front of the muesli packs, fruit photography and clearer wording.
The company’s Tropical Muesli variant has also been re-named as Truly Fruity Muesli.
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By GlobalDataClare Draper, brand manager at Jordans, said: “Muesli and Crunchy Oats are a significant part of the Jordans portfolio and we’re very excited about reinvigorating the range with new advertising and packaging. The investment will help drive sales as well as add value to the category.”
Jordans is owned by Kingsmill bread-to-Twinings tea maker Associated British Foods.
