Israeli owner MTEX UK has asked Weber Shandwick to manage a year-long push to promote the Jaffa orange. The publicity effort will be followed by Jaffa's first TV ad campaign next January, to be created by sister Interpublic agency McCann-Erickson.
The campaign seeks to 'reconnect' with young female consumers.
'We have run focus groups with women aged between 20 and 30 in the South-East that demonstrated they think of oranges as messy and sticky and as something that can break their nails - which is a challenge. But they also associate oranges with their childhood and think of them as fun,' said WS associate director Ross Cathcart.
The ads will have a 'humorous Garden of Eden' theme, replacing the forbidden apple with an orange. WS plans to manage a nationwide talent search for the face of the ad, backed up by local, national and trade media relations.
Castings will take place in August in Manchester, London and a further two cities yet to be decided.
'We want Jaffa to be the first choice for fruit snacks,' added Cathcart.
Jaffa is the umbrella brand for Navel, Shamouti, and Valencia Late oranges. Jaffa also produces grapefruits, lemons, pomelos, potatoes, carrots and watermelons. It produces 400,000 tonnes of fruit every year. The company's oranges originate from the Palestinian city of Jaffa.