From Fruit to Fruity: The Hartley's Jam Relaunch

Most people had a jar of jam tucked away in their cupboards, but few bought jam on a regular basis. A major reason for this was that none of the main jam brands had been advertised in recent years - they were seldom thought of brands in a seldom thought of category.
Agency: Poulter PartnersAuthors:

From Fruit to Fruity: the Hartley's Jam Relaunch

OUT OF SIGHT OUT OF MIND

Have you got a pot of jam at home ? Most people have. In fact, most people have several, tucked away at the back of a cupboard somewhere in the kitchen, half used and gathering dust (or something worse).

The problem with jam is that it isn't very sexy.

Jam hasn't exactly been at the forefront of consumers' minds. At best it's an occasional treat, and for most people...

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