Chivers Hartley is going on to television for the first time in
more than two years to convey the fact that it is packing more fruit
into its jars of standard jam.
The Poulter agency’s 30-second commercial, aimed at housewives with
children, highlights the fact that Hartley’s Original has a 40 per cent
The film is set in the fictional office of Chivers Hartley’s strawberry
’interviewer’, who rejects inadequate, weedy strawberries in favour of
cheeky, fruity ones which are put straight into the Hartley’s jar. The
ad ends with the strapline: ’Bless my Hartley’s, that’s fruity.’
The commercial was written by Gary McNulty, art directed by Richard
Irving and directed by Ronnie West at Godman. It will be screened
nationally as part of a pounds 1 million campaign. The move marks the
first step in Chivers Hartley’s three-year plan to win supremacy in the
pounds 95-million jam market from its arch-rival, Robertson’s, which is
battling with Chivers Hartley for the position of market leader.
Breaking on 15 June, the commercial is the first work for Chivers
Hartley by Poulter since it won the business in March. It is scheduled
to air on daytime television and in peaktime programmes, including
Coronation Street and News at Ten. Media is being handled by
MediaVantage, Poulter’s media arm.
Steve Wrigley, sales and marketing director at Chivers Hartley,
commented: ’There has been little advertising in this sector in recent
years, so we hope this campaign will bring jam to the front of