Edelman PR Worldwide has won a pounds 300,000 budget account from
the Citrus Marketing Board of Israel to market the relatively unknown
Jaffa brand of sweet grapefruit across Europe.
Edelman pitched against a number of top 10 agencies, including Hill and
Knowlton, for the work.
Called Jaffa Sweetie, the fruit, which is unique to Israel, is a cross
between a pomelo and a normal grapefruit.
Edelman will use offices in Germany, France, the UK and one other city
(which is yet to be confirmed) to run the initial three-month contract,
which carries a six-figure fee. The agency will target trade and
consumer markets. The contract was awarded last week and activity is set
to start in October. ’The biggest challenge is persuading people that a
grapefruit can be sweet,’ said Edelman’s consumer division director
Jaffa UK trade and marketing controller Roger Manning said the fruit has
been sold in the UK for some time but has not been marketed
Jaffa is the most recognised branded fruit in Europe with 92 per cent
awareness among shoppers in 1996/97. The second strongest brand is
Outspan, according to research company Taylor Nelson AGB.
The Jaffa Sweetie was launched five years ago in Japan and is now that
country’s best selling grapefruit.
Edelman’s other clients include telecom company Ericsson and drugs firm