Writer, art director
advertising, press, outdoor, FMCG
The brief: take market share from instant porridge (the leading ‘healthy’ breakfast option) by emphasising the quality and great taste of the oats in Jordans' various granola products.
The idea: Breakfast is ‘the most important meal of the day.’
Our customers know this – even if they don’t buy into it 100% – as ‘common knowledge.’ Oats make a good breakfast. Slow-release energy, low in fat, high in fibre and all that. Our customers know this, too. Jordans oats are better. Bigger. Nuttier. Creamier. Honey baked. They taste awesome.
So if oats make a good breakfast and a good start to the day, Jordans oats are a better breakfast and a better start to the day.
A new positioning for the product placed it firmly against ‘standard’ oat products.