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Tasty By Nature - Jordans | Clapboard Ad Archive
Description
Jordans’ 2023 Tasty By Nature campaign marks a decisive return to linear TV after a decade, leveraging a rich audiovisual landscape to reaffirm its position as a natural, wholesome cereal brand within the fiercely competitive UK breakfast category. Created by Bloom and planned and bought by the7stars, this integrated media effort unfolds across Channel 4, Sky, and ITV Digital during the first two months of the year, strategically timed to capitalize on new year consumption patterns and resolutions centered on health and natural living. The campaign’s creative thrust situates Jordans Cereals amid rolling oat fields alive with the sounds of nature, using vivid, immersive imagery to symbolize the cereal’s freshness, quality, and intrinsic connection to the environment. This approach aligns with Clapboard’s FORMAT#9—Symbolize the Benefit, where the lush natural setting becomes a visual metaphor for the product’s wholesome taste and authentic origins, sidestepping conventional narrative or user-driven storytelling in favor of sensory evocation. The relaunch coincides with a comprehensive packaging redesign that unifies the brand’s portfolio under a cohesive identity, reinforcing the Tasty By Nature positioning across shelf and screen alike, making the brand instantly recognizable and aligned with contemporary consumer values around provenance and ingredient transparency. Beyond linear TV, the campaign extends its reach through BVOD, YouTube, and paid social channels, ensuring the brand engages both traditional audiences and digitally savvy consumers seeking nature-inspired breakfast options. Central to the campaign is Country Crisp cereal, positioned as an accessible entry point to Jordans’ distinctive taste experience, effectively marrying product innovation with brand heritage. The media plan’s broad sweep across premium UK broadcasters and digital platforms demonstrates a sophisticated understanding of audience fragmentation and the need to blend scale with targeted engagement in today’s media environment. Clapboard rates this campaign 61/100 in its global creative archive. This campaign matters because it demonstrates how heritage food brands can strategically re-engage mainstream audiences by marrying symbolic storytelling with integrated media execution, signaling a resurgence of nature-centric narratives that resonate in a category often dominated by health claims and functional messaging.
Credits
Client
Jordans
Agency
Bloom, the7stars
Senior Digital And Comms Manager
Nina Howse, Senior Digital and Comms Manager – Jordans
Head Of Brand
David Towse, Head of Brand – Jordans
Marketing Controller
Olivia Neville, Marketing Controller - Jordans
Marketing Director
Vicky Cojeen, Marketing Director - Jordans
Strategic Planner
Chris Herbert-Lo, Strategy Partner – the7stars, Ed Hayes, CSO - Bloom
Account Management
Amanda Yaffe-Parker, Business Director – the7stars, Holly Eden, Account Director - the7stars, Sean Hearson, Account Planning Manager – the7stars
Head Of Growth
David Edwards, Head of Growth - Bloom
Production House
Alice Duke, Creative Producer – Lobster Creative, Sarah Baulcomb, Head of Production – Lobster Creative
Producer
Simon McDowell, Executive Creative Producer – Lobster Creative
Campaign Proposition
Jordans’ "Tasty By Nature" campaign centers on reinforcing the brand’s connection to natural ingredients and wholesome goodness, positioning its cereals as both delicious and rooted in nature. The campaign highlights a newly redesigned packaging aimed at creating a unified and recognizable brand identity that reflects this nature-centric proposition. By visually situating the narrative amidst rolling oat fields alive with natural sounds, the campaign seeks to evoke authenticity and reinforce the brand’s long-standing association with natural, high-quality cereal products. Strategically, the campaign marks Jordans' return to linear TV after a decade, signaling a shift to broaden reach and visibility within the UK market at the start of 2023. The media plan, orchestrated by the7stars, targets a wide audience across major TV channels like Channel 4, Sky, and ITV Digital, supported by digital efforts on BVOD, YouTube, and paid social platforms. This integrated approach combines traditional broadcast with digital video and social media to engage both existing consumers and new prospects seeking natural, tasty breakfast options. Featuring Country Crisp cereal as the flagship product taps into consumer desires for distinctive, nature-inspired taste experiences. The creative angle leverages immersive storytelling in a natural setting to differentiate Jordans from competitors, emphasizing a sensory connection to the product’s origins. Overall, the campaign reflects a strategic alignment of brand identity, media channels, and consumer insights to deepen Jordans’ market presence by reinforcing its credible natural positioning through a compelling narrative and cohesive visual identity.
Creative Device
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. The 'Tasty By Nature' campaign aligns closest with "Symbolize the Benefit." The narrative description mentions rolling fields of oats "alive with the sounds of nature," leveraging lush, vibrant natural imagery to implicitly communicate the wholesome, nature-derived tastiness of Jordans Cereals. Rather than highlighting a problem, overt storytelling, or user life, the campaign uses the evocative setting—the richness of nature—to symbolize the cereal’s benefits: freshness, quality, and deliciousness innately tied to the environment. This symbolic representation, especially in a food category and brand relaunch context, powers a cohesive benefit association in viewers’ minds. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
Competitive Planks
Weetabix – Market Positioning
Weetabix positions itself as a wholesome, high-fiber breakfast cereal that emphasizes simplicity and sustained energy. Known for its iconic wheat biscuits, the brand promotes health, nutrition, and convenience, focusing on a balanced diet for all ages with a straightforward, no-nonsense appeal.
Kellogg’s – Market Positioning
Kellogg’s leverages a broad portfolio targeting variety and innovation, combining taste, nutrition, and family-friendly appeal. They emphasize product innovation, fortification with vitamins and minerals, and promote both indulgence and healthy lifestyles across multiple cereal segments.
Nestlé Cereals – Market Positioning
Nestlé focuses on trusted, globally recognized brands that blend taste and health-conscious options. Their strategic angle highlights balanced, nutritious breakfast solutions, often incorporating whole grains and natural ingredients to address modern health trends.
Nature’s Path – Market Positioning
Nature’s Path differentiates by championing organic, non-GMO, and sustainably sourced ingredients. The brand appeals to environmentally and health-conscious consumers seeking premium, natural cereals aligned with ethical and eco-friendly farming practices.
Dorset Cereals – Market Positioning
Dorset Cereals markets itself as a premium, artisan brand rooted in natural ingredients and rustic authenticity. Their cereals emphasize texture, flavor, and naturalness, targeting consumers looking for indulgent yet wholesome breakfast options inspired by traditional recipes.
Tasty By Nature - Jordans | Clapboard Ad Archive FAQs
What is Jordans Tasty By Nature about?
Jordans Tasty By Nature is a 2023 integrated film and media campaign created by Bloom and the7stars for the UK cereal brand Jordans. Marking Jordans’ return to linear TV after a decade, the campaign runs nationwide across Channel 4, Sky, and ITV Digital during January and February. It centers on reinforcing the brand’s connection to natural ingredients and wholesome goodness, set against rolling oat fields alive with natural sounds. The campaign also highlights a product-wide packaging redesign aimed at creating a cohesive visual identity that embodies Jordans’ nature-rooted positioning, with Country Crisp cereal as the flagship product.
What creative device does Jordans Tasty By Nature use?
Jordans Tasty By Nature employs the creative format classified by Clapboard as Format 9, Symbolize the Benefit. This technique uses symbolic or exaggerated visuals to represent the product’s positive impact. The campaign’s lush imagery of rolling oat fields alive with natural sounds implicitly communicates the cereal’s freshness, quality, and deliciousness derived from nature. Rather than relying on direct storytelling or user scenarios, the campaign leverages this evocative natural setting to create a sensory and symbolic connection between the product and its wholesome origins.
What is the campaign proposition for Jordans Tasty By Nature?
The campaign proposition for Jordans Tasty By Nature is to reinforce the brand’s identity as a provider of natural, wholesome cereals that are both delicious and rooted in nature. Targeting consumers seeking authentic, nature-inspired breakfast options, the campaign aligns a newly redesigned packaging and immersive storytelling with Jordans’ longstanding heritage. By situating the narrative in vibrant oat fields and emphasizing Country Crisp cereal, the campaign aims to deepen consumer trust and preference through a unified brand identity that reflects natural goodness and distinctive taste within the competitive cereal market.
How does Jordans Tasty By Nature rank in Clapboard's archive?
Jordans Tasty By Nature holds a Clapboard Campaign Score of 61/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in aligning brand identity with media strategy and creative storytelling within the food category.
Who are the competitors in Jordans’ category?
Jordans competes in a crowded cereal market alongside brands like Weetabix, which emphasizes wholesome, high-fiber nutrition and simplicity; Kellogg’s, known for its broad portfolio combining taste, innovation, and family appeal; Nestlé Cereals, which balances trusted global recognition with health-conscious options; Nature’s Path, a leader in organic, non-GMO, and sustainable cereals appealing to eco-aware consumers; and Dorset Cereals, which positions itself as a premium, artisan brand focused on rustic authenticity and indulgent natural flavors. Each competitor targets distinct consumer needs within the natural and nutritious breakfast segment.
