The duo have created a campaign that champions Jordans’ biodiverse food production through The Jordans Farm Partnership – a collaboration with the Wildlife Trust, LEAF and the Princes Countryside Fund – to connect the oat farmers in Jordans’ network with a wildlife advisor to make sure at least 10% of their land is dedicated to wildlife.
The introduction was brokered by the7stars, one of the UK’s largest independent media agencies, named as one of the top SMEs to work for by The Sunday Times for the past eight consecutive years and recognised as a company to inspire Britain by the London Stock Exchange.
The agency was instrumental in identifying the campaign’s target audience, which will be reached through online and offline channels across BBC Good Food, BBC Wildlife magazine and sponsorship of BBC Gardeners’ World magazine’s Garden of the Year competition 2021.
It will be supported by a broader online video campaign on social media.
“At Jordans, we work hard to help grow and protect nature across our supply chain – be it at home or abroad,” said Tess Lomas, brand controller at Jordans Cereal.
“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, added, “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 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.”
Jordans Cereals is part of The Jordans, Dorset & Ryvita Company, owned by Associated British Foods. The Biggleswade-based breakfast cereal maker has been championing nature friendly farming and protecting British wildlife for 35 years, ever since Bill Jordan co-founded the Conservation Grade farming scheme in 1985, designed to ensure a reliable supply of nature-friendly cereals.