Richard Hayter

Make oats + breakfast = Jordans

New brand positioning

Radio ads written to be aired at specific times, to catch the mood of that part the morning.

Radio ads written to be aired at specific times, to catch the mood of that part the morning.

Radio ads written to be aired at specific times, to catch the mood of that part the morning.

Radio ads written to be aired at specific times, to catch the mood of that part the morning.

- ROLE

Writer, art director


- FOR

Jordans cereals


- TYPE

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.