I was highly critical of the recent redesign for the Jordans Cereal range by 1HQ (read the article here).
The full marketing comms is now underway with the launch of their £2.5m TV Ad campaign,supported by an integrated digital and PR programme.
How does the TV commercial compare to the packaging redesign?
The advert, based around characters called the Hedgerow heroes, is charming and does reinforce the wildlife message. Jordan's Cereal are being very single minded with the consumer on their 10% habitat promise, which is very commendable. It feels like the right tone for the advert, unlike the packaging which I had such an issue with.
It still surprises me to this day how Advertising Agencies, this time Grey London, continue to make animals talk. The UK is supposedly the hub of creativity yet always fall back on the same fail safes. It is no different to the constant FMCG products that are sprouting legs and arms and swinging across our TV sets or actors running around in furry caricature costumes. It's a major step back by Grey's, who were also responsible for the magnificent, 'Hard and Fast' with Vinnie Jones for the British Heart Foundation.
My main disappointment of the advert is that I feel they have missed a massive marketing coup to pull on the emotional heartstrings of the great british public. I currently have snow and sleet in my town, a notoriously difficult time for our wildlife, yet the advertising campaign is centered on the joyous and relaxing summertime. I was left to feel that the animals in the campaign are actually having a fabulous time even at the height of their anxiety. I would have either delayed the ad until spring or given it a darker feel to reinforce the message by Carol Welch, Marketing Director “We have a uniquely compelling story to tell as the only cereal brand in the UK whose farmers dedicate 10% of their farmland to wildlife habitats, so that birds, bees and butterflies can thrive,”.
I'm very keen to see how we as a consumer reacts to the entire messaging of the Jordan's brand. The marketing team seem to have a clear vision and it will be fascinating to see if the consumer buys into the CSR credentials of the brand.
Will the brand gain more market share?
Should brands like Alpen and Dorset Cereals be worried?
As an added extra the Jordan's website has a selection of Out-takes billed as "If you’ve seen our new TV ads, then you know that our Hedgerow stars are really at home on the screen. But they don’t always get things right first time. Take a sneak peak behind-the-scenes at the wild out-takes from the filming of our latest TV ads"
The first time I remember seeing this concept was by Disney Pixar on the closing credits of Toy Story. At the time I found this ground breaking and ever since have always had a soft spot for spoof out-takes. The short clips by Jordan's do work and bring a very light heated feel to the campaign. it's a shame the out-takes are better than the main advert.
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