This week, UK cereal maker, Jordans Cereals, launched a new partnership deal with Immediate Media which was brokered by the7stars. The campaign “Created by Nature, Crafted by Jordans,” encompasses a range of online, print, and social media activity to bring to life the brand’s commitment to the British countryside.
The campaign champions Jordans’ biodiverse food production through ‘The Jordans Farm Partnership’, which is a unique collaboration between the Wildlife Trust, LEAF and the Princes Countryside Fund. Each one of Jordans’ British oat farmers works with a dedicated wildlife advisor to make sure at least 10% of their land is managed for wildlife on their farm.
A bespoke segmentation conducted by the7stars identified a cohort of interest audiences who will be reached by the partnership which encompasses online and offline channels across BBC Good Food, BBC Wildlife, and sponsorship of BBC Gardeners’ World Garden of the Year and runs through to the end of October.
The activity is supported by a broader paid for social and online video campaign produced in-house and spanning YouTube, Facebook and Instagram and is underpinned by a comprehensive PR campaign, managed by Jordans and Greenhouse PR.
Tess Lomax, Brand Controller at Jordans Cereal, commented: “At Jordans, we work hard to help grow and protect nature across our supply chain – be it at home or abroad. We needed a creative platform that had the breadth to remind consumers that our love of nature and delicious whole foods starts on the farm where we have supported wildlife-friendly farming since 1985 ensuring that our world is bursting with nature.”
Jane Power, the7stars Client Group Planning Director said: “To amplify Jordans biodiversity work we needed to land a number of long-form messages structured under one clear story. Magazines are ideal for this. As one of the largest consumer magazine publishers in the UK, Immediate Media was an obvious choice as their news brands spanned two areas that were important to align our campaign with – foodie credentials, plus sustainability and biodiversity.”