The iconic citrus brand Jaffa has started a partnership with a series of family cycling events taking place across the UK this summer, organised by Sky and British Cycling.
Jaffa Fruit will be present at 10 locations along the Sky Ride tour and help some 100,000 cyclists and spectators to refuel and refresh with easy peel clementines.
Marius du Plessis, general manager of Mehadrin, which owns the Jaffa Fruit brand said: “We are thrilled to announce our position as official sponsor. The Sky Ride events not only present a key opportunity to activate a highly targeted, awareness-building PR campaign, they also offer strong sampling occasions, giving consumers the chance to try our citrus fruit while enjoying a fantastic day out.”
Jaffa will put up its gazebo in the bike café in the main footfall areas at events in Leeds, Newcastle-Gateshead, Southampton, Manchester, Bradford, Leicester, Birmingham, Hull, York and Edinburgh. A team of promotional staff will be handing fruit out to riders and spectators attending the event, along with Tesco money-off vouchers, Jaffa-branded bike reflectors and ponchos.
Food and sport specialist agency Mercieca is running supporting media activity to target audiences through family, regional and digital press, including a partnership with children’s weekly newspaper First News.
Consumers can also interact with Jaffa on www.jaffa.co.uk, www.facebook.com/lovejaffa and Twitter feed @JaffaFruit which will link in with the events that are free and running on traffic-free streets nationwide throughout the summer. Last year there were 16 city events and 1,000 local rides that brought in 153,000 participants between them.