The Jaffa citrus brand is launching a major marketing push for 2008 as it looks to raise consumption among children and families.
The six-figure campaign will include competitions to raise awareness of the branded oranges, easy peelers, clementines and grapefruits.
The promotions will be supported through a consumer PR campaign, targeting women's magazines and local newspapers. There will be a particular focus on highlighting that the fruit is available year round.
Jaffa-branded produce will be sold in all supermarkets for the first half of the year, but is available in Tesco year-round in an exclusive deal.
The campaign will also focus on younger consumers and their parents through the brand's sponsorship of British children's football and rugby teams, which begins this summer, and the creation of a Jaffa promotional mascot, which will appear at the events.
Other initiatives include a competition next month to win a Jaffa Car - a convertible Mini in Jaffa orange peel colours. In May, it will run a new on-pack promotion offering shoppers the chance to win an iPod Nano every day for three months.
"Exposure for the Jaffa brand in a cross-section of press, as well as attention-grabbing promotions in stores, will help us achieve our goals of driving more consumers into stores and encouraging purchase at point of sale," said Marius du Plessis, general manager of Jaffa at supplier MTEX.
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