Jaffa re-design aimed at younger consumers

The international marketing magazine for fresh produce buyers in Europe
Steven Maxwell

BY STEVEN MAXWELL

Jaffa re-design aimed at younger consumers

One of the citrus industry’s best-known brands, Jaffa, has received a major re-design in a bid to appeal to younger consumers

Jaffa re-design aimed at younger consumers

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Iconic citrus brand Jaffa has this week been given a major re-design as part of a strategy to provide the Israeli-owned name with a fresher, contemporary look.

London-based agency Arbor Creative has designed a new brand identity and brand theme which will be used across all on-pack communication, marketing activities, the website, and all promotional activities.

The newly designed Jaffa logo is accompanied by the strapline “Love Life. Love Jaffa.”

The new look, which was unveiled on 3 October in Rotterdam by the Israeli Ambassador in the Netherlands, will be used across all packaging formats from stickers on individual fruits and labels on packs, to outer cartons to increase visibility and reinforce branding in store.

A substantial marketing campaign is being launched to support the re-brand, which includes sponsorship of Team GB’s sailing academy in Weymouth and a tour of the UK’s summer hotspots and an extensive sampling campaign in Jaffa’s very own branded VW Campervan.

Research undertaken by Mehadrin Tnuport Export (MTEX) in the UK, the Israel-based citrus fruit grower and exporter in the UK found that while consumers recognised the Jaffa brand and associated it with quality and consistency, most felt it was not communicated clearly at store level.

Marius du Plessis, general manager MTEX UK, said: “We felt that the brand was in need of new look as our research showed us that we were in danger of losing our long-standing brand heritage in the UK as we have not been communicating strongly enough with our consumers at store level.

“This new look really brings the brand up to date and our marketing campaign will help us to raise awareness amongst our core target audiences.”

The Jaffa brand name – which celebrates its 50th year in the UK market this year – originates from the port in Israel from which all the citrus fruit was exported in the late
19th and early 20th century.

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