The Jaffa team takes citrus on the road in a classic VW Camper

The Brief

After the success of the Jaffa® rebrand, we were asked to come up with a marketing campaign to promote the brand further. Knowing that the product was quality, influenced our decision to go down the experiential route. In order to reach the desired demographic, we needed to come up with fresh ideas to promote Jaffa as a youthful and fun brand.

The Action

We knew we wanted to go nationwide, so we needed some wheels. We kitted out an old VW Campervan in Jaffa’s new, fun style to echo the vitality of the ‘Love Life, Love…Jaffa’ slogan and launched the ‘Zest for Life’ tour, a series of brand themed giveaways and events.

The tour travelled across Britain, with the Jaffa Campervan visiting everywhere from festivals to beach volleyball events. We set up areas for families to enjoy our Jaffa spacehoppers, and refreshed them with Jaffa samples after all that tiring bouncing. We also gave out eye-catching flyers with money off vouchers.

The tour also visited the Weymouth and Portland National Sailing Academy, as a proud supporter of the Olympic venue in the run up to London 2012.

Social media was used to create excitement around the tour, and it could all be followed on the website.