Robertson’s Golden Shred marmalade is returning to television for
the first time in almost a decade in an attempt to arrest the brand’s
waning popularity on Britain’s breakfast tables.
The aim is to transform the brand into a more potent competitor to
big-spending cereal advertisers.
Abbott Mead Vickers BBDO has produced the 20-second commercial, which
breaks nationally on Monday and runs until January, under the theme:
’Put some zest in the day ahead with Robertson’s Golden Shred.’
The message is personified by a postman who dances over hedges,
dustbins, cycles, dogs and people as he makes his deliveries.
Golden Shred claims brand leadership of the UK’s marmalade market but
has fallen victim to the country’s changing breakfast habits.
’Marmalade has been losing its saliency because people don’t sit down to
breakfast in the way that they used to,’ Nicole Masters, the AMV BBDO
account director on the business, said. ’Everybody is in a hurry and
mothers with children to feed are heavily influenced by the big ad
budgets of the cereal manufacturers.’
The television campaign is the first of its kind for Golden Shred since
1989 and the first advertising for the brand itself since a print
campaign seven years ago.
Ian Greig, James Robertson’s head of marketing, said: ’Golden Shred is
the brand leader in the marmalade market and this major television
campaign will reinforce that position and add some extra vitality to the
brand and the market.’
The commercial was written by Tony Strong, art directed by Mike Durban
and directed by Steve Reeves through Stark.
Media buying is through BBJ Media Services.