Jaffa oranges are one of largest, most well recognised fresh produce brands, not to mention being one of the most popular.
Jaffa oranges are one of largest, most well recognised fresh produce brands, not to mention being one of the most popular. But the team was a bit concerned about their digital advertising presence as it had become tired and dated and no longer resonated with their more modern target market. While they were keen to attract a new younger shopper they wanted to remain loyal to their more traditional buyers, so the campaign had to be pitched just right.
To start with we went for a complete brand refresh which began with their website jaffa.co.uk.
We redesigned and implemented a refreshed platform that provided the foundation for the brand’s look and feel.
It was inspired by their ‘Happy, Healthy, Honest’ strapline that encompasses Jaffa values – happiness in terms of play and lifestyle, good health because their products are 100% fruit and honesty, in terms of nothing added, no nasties and the fact that it comes from transparent accredited farms.
The fresh and dynamic new look website is now the main hub for all of the Jaffa activities, be it experiential, in-store promotions, new variety information and partnerships. Accompanied by active social media we have successfully increased traffic, dwell time, click throughs and return visits – all key to a successful digital relaunch.
In 2016 we look forward to working closely with the British Heart Foundation, which Jaffa has partnered with, to raise awareness of the brand and its role in a healthy lifestyle.
