Poulter engineers Chivers Hartley ’fruity’ TV campaign

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.

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

fruit content.



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

consumers’ minds.’



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