Vallance Carruthers Coleman Priest (VCCP) has scooped the &£1m account for premium food brand Jordans. The agency won the business after a three-way pitch against St Luke’s and the Leith Agency (MW February 5).
VCCP will be responsible for developing an integrated strategy for Jordans, which is keen to reposition as a natural food company rather than just a cereal brand. As part of this strategy, Jordans recently launched a number of new products, including a range of luxury cereal bars and a fruit and nut snacking product.
Jordans, which is owned by Bedfordshire-based family company W Jordan, has not had an advertising agency since its last burst of television activity almost two years ago, which was created by Norwich-based agency Vital Design & Advertising. It has been working with a consultant to create campaigns in house and has used agencies on a project basis for sampling work. Jordans is the largest UK-owned cereal manufacturer.
The Jordans win is the latest in a stream of new accounts picked up by VCCP in recent months, including the &£12m Hyundai account (MW February 12) and Coca-Cola-owned fruit drink Capri-Sun. It was also appointed to the &£3m GNER account along with Heresy (MW March 11), and to the &£10m global account for Glenfiddich with US-based agency Merkley Newman Harty (MW February 5).