Jordans Cereals Brings Tasty By Nature Back to UK Television
Tasty By Nature is a 2023 UK brand relaunch campaign by Jordans Cereals that marks the cereal maker's return to linear television for the first time since 2013, running nationally across Channel 4, Sky, and ITV Digital from January through February with creative by Bloom and media planning and buying by the7stars.
Jordans Cereals launched the campaign on 16 January 2023, as reported by Marketing Beat. The nationwide rollout spans approximately seven weeks, as noted by LBB Online, and extends beyond broadcast into BVOD, YouTube, and paid social channels to maximise reach across viewing habits in the United Kingdom. The campaign's featured product is Country Crisp, positioned as the entry point into the brand's broader portfolio of nature-rooted cereals.
The Tasty By Nature campaign follows a product-wide packaging redesign executed by Bloom, intended to build a cohesive visual identity across the full Jordans Cereals range. Olivia Neville, Marketing Controller at Jordans Cereals, described the strategic rationale plainly, stating that the brand had simplified its messaging to refocus on its core value of natural deliciousness, arriving at a single-minded communications platform centred on the Tasty By Nature positioning. The creative concept situates the narrative amidst rolling fields of oats alive with natural sound, using animated oat grains transforming into crispy clusters to translate the brand's nature-and-farming heritage into a televisually engaging format, as documented by LBB Online. Clapboard.com awards this campaign a Score of 61 out of 100, reflecting solid strategic clarity and consistent brand identity execution across a well-integrated channel mix.
Jordans Cereals identified a clear tension in the UK cereal category. Ed Hayes, Chief Strategy Officer at Bloom, articulated the insight directly: most cereal brands are tasty, but few deliver the natural goodness that a growing number of consumers are actively seeking. That gap became the foundation for the Tasty By Nature positioning, which frames Jordans not merely as a palatable option but as the brand that derives taste from nature itself.
The decision to return to linear television in the United Kingdom after a decade-long absence reflects a broader rethinking of brand visibility within a competitive grocery category. In the UK breakfast cereal market, Jordans Cereals competes against well-resourced rivals including Kellogg's and Nestlé Cereals, both of which maintain consistent above-the-line presence. A prolonged absence from broadcast media risked ceding brand salience precisely as the natural and wholesome food segment was gaining consumer attention. The campaign's placement across Channel 4, Sky, and ITV Digital, as reported by LBB Online, signals deliberate intent to recover that salience at scale rather than through niche digital targeting alone.
Jordans Cereals is owned by The Jordans and Ryvita Company, itself part of a larger consumer foods group, giving the brand the structural backing to support a multi-channel relaunch. The global breakfast cereals market was estimated at US$36.22 billion in 2023 with a compound annual growth rate of 4.6 percent from 2018 to 2023, according to GlobalData. While that figure encompasses global rather than solely UK consumption, it underscores a category that was growing rather than contracting at the time of the Tasty By Nature launch, making 2023 a strategically sound moment to reassert brand presence in the United Kingdom.
Lobster Creative produced the Tasty By Nature film, as documented by LBB Online and Marketing Beat. The production centres on a visually immersive landscape of rolling oat fields, animating the transformation of humble oat grains into the crispy clusters synonymous with Jordans' Country Crisp cereal. That single creative metaphor does significant strategic work: it connects raw agricultural ingredient to finished product without explanatory narration, allowing nature imagery to carry the brand's authenticity claim.
The visual language is consistent with the broader packaging redesign that preceded the campaign. Bloom's creative team built the Tasty By Nature identity to travel across packaging, film, and digital formats simultaneously, ensuring that the redesigned retail shelf presence and the broadcast execution reinforce one another rather than operate as parallel but disconnected brand expressions. Ed Hayes, Chief Strategy Officer at Bloom, noted that the new design was conceived to shine with tasty goodness while showcasing Jordans' care and respect for nature, a brief that the film executes through saturated natural colour, field-scale composition, and the textural contrast between raw oat and finished cereal.
The channel mix reinforces the creative direction. BVOD, YouTube, and paid social placements allow the same visual world established in the linear TV execution to follow audiences across screens, maintaining consistent brand cues regardless of viewing context. In the United Kingdom, where BVOD consumption had grown substantially alongside traditional broadcast, this integrated approach allowed Jordans Cereals to speak to both habitual linear viewers and younger audiences who consume video primarily on demand. The campaign integrates Film and wider media formats, making it one of the more structurally complete relaunches the Jordans Cereals brand had undertaken in the preceding decade.
No verified performance data for the Tasty By Nature campaign is publicly available. Jordans Cereals and its agencies Bloom and the7stars have not published figures for awareness uplift, sales impact, or digital engagement metrics in connection with this campaign, and no third-party measurement body has released audited results attributable to the January to February 2023 activity.
Structural analysis nevertheless points to a campaign with meaningful effectiveness potential. The return to linear television in the United Kingdom after a ten-year absence is itself a significant media signal. Sustained broadcast presence across Channel 4, Sky, and ITV Digital for approximately seven weeks provides the kind of frequency and reach that brand salience recovery typically requires, particularly in a crowded grocery category where competitors including Kellogg's and Nestlé Cereals maintain consistent TV investment. The simultaneous packaging redesign means that any uplift in consumer attention generated by broadcast would have encountered a refreshed and coherent shelf identity, closing the loop between advertising stimulus and point-of-purchase decision.
The integration of BVOD, YouTube, and paid social alongside linear broadcast reflects current best practice for reach optimisation in the United Kingdom, extending the campaign's effective audience beyond the linear household. The single-minded Tasty By Nature platform, executed consistently across film and packaging by Bloom, reduces the cognitive load required for consumers to absorb and retain the brand's core proposition. These structural characteristics explain the campaign's Clapboard Score of 61 out of 100, which recognises strategic coherence and cross-channel discipline while reflecting the absence of independently verified outcome data.
Tasty By Nature is a 2023 UK brand relaunch campaign by Jordans Cereals. It returned the brand to linear television for the first time since 2013, running across Channel 4, Sky, and ITV Digital from January to February 2023. Creative was handled by Bloom and media planning and buying by the7stars, with production by Lobster Creative.
Jordans Cereals launched the Tasty By Nature campaign on 16 January 2023, according to Marketing Beat. The nationwide UK campaign ran through February 2023, spanning approximately seven weeks across linear TV, BVOD, YouTube, and paid social channels, with Country Crisp as the featured product throughout the activity.
Bloom handled creative and packaging design for Tasty By Nature, while the7stars managed media planning and buying. Lobster Creative served as the production company for the film, as documented by LBB Online. Together these three companies delivered an integrated campaign spanning broadcast television and digital video channels across the United Kingdom.
Jordans Cereals returned to linear TV to rebuild brand salience in the competitive UK cereal category. The brand had been absent from broadcast since 2013, a gap that risked ceding visibility to rivals including Kellogg's and Nestlé Cereals. The 2023 Tasty By Nature relaunch, timed to the new year, coincided with a product-wide packaging redesign to maximise impact.
Clapboard awards the Jordans Tasty By Nature campaign a Score of 61 out of 100. The score reflects the campaign's strategic clarity, consistent brand identity across packaging and film, and well-integrated channel mix. The absence of independently verified performance data prevents a higher rating, though structural effectiveness indicators point to a sound relaunch approach.
The Tasty By Nature campaign featured Jordans' Country Crisp cereal as the primary product, positioning it as the entry point to the brand's nature-rooted portfolio. The creative depicted animated oat grains transforming into crispy clusters within rolling oat fields, as reported by LBB Online, connecting the raw agricultural ingredient directly to the finished product.
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