Environment : Jordans' 'ten per cent' boost for wildlife

Jordans Cereals demands that its grain suppliers dedicate ten per cent of their farmland to wildlife habitats. To promote this to a wider audience, Wild Card came up with the 'Jordans 10% Challenge' concept, which asked consumers to do the same in their gardens.

Campaign: Jordans 10% Challenge
Client: Jordans Cereals
PR team: Wild Card
Timescale: September-November 2011
Budget: £30,000



  • To engage consumers with the brand
  •  To promote a greater understanding of Jordans' environmental credentials
  •  To generate 40 pieces of media coverage.

Strategy and plan

The brand wanted to reach ABC1 35- to 54-year-old environmentally conscious consumers. The PR team secured farmer and TV presenter Jimmy Doherty as a brand ambassador. It held a media event and photocall at his farm to launch the campaign and produced a video presented by Doherty with gardening tips.

Measurement and evaluation

The campaign generated 58 pieces of coverage including in The Sunday Telegraph, The Independent, The Daily Telegraph, Sainsbury's Magazine, Ideal Home and Good Homes.

Online coverage included pieces on the websites of Hello, Reckless Gardener and Wildlife Extra.


The video of Doherty was viewed 307,000 times. Traffic to Jordans' website increased by 22 per cent in October-December 2011, compared with the same period in 2010.

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