Hartley's Jam: From Fruit to Fruity, the relaunch - IPA AREA Effectiveness Awards Case Study 1999

Brief Description: Jam was seen as having a weak brand image in a weak category. Hartley's jam opted for a brand relaunch to restore its fortunes. The new campaign focussed on the core attibute of fruitiness and had a 'fruity' and 'saucy' tone of voice to give the product personality. Brand awareness was achieved and market share increased significantly in the test regions of Scotland, Meridian and Anglia. Sales volume was 34% higher in these areas than the rest of the country ;---(TAGS)--- Full Title: FROM FRUIT TO FRUITY: THE HARTLEY'S JAM RELAUNCH ; Number: A1999/3 ; Brand Name: Hartley's Jam ; Client: Chivers Hartley ; IPA_ProductCoding: Food (Spreads & dips - sweet) ; Agency: Poulter Partners ; Author: ;