Jeyes’ �500,000 television advertising campaign

A disinfectant manufactured in Norfolk is to appear in television advertising in a �500,000 campaign.

Jeyes, based in Thetford, has launched the campaign this month for its Jeyes Fluid brand.

The adverts are fronted by a character called Jim who shares his wisdom about gardening and outdoor cleaning from his shed.

Jayne Hazlewood, group brand innovation director at Jeyes, said: 'Most people have heard of Jeyes Fluid and many people will have a tin in their sheds.

'We deliberately wanted the campaign to bring that nostalgia and brand affection to life while reminding people of the wide range of cleaning jobs which Jeyes Fluid can tackle.'


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It is aimed at targeting gardeners and the over-55 market.

The campaign was launched on Monday and will run until mid-June during Channel 4's Countdown and on ITV3, including during ITV's Daybreak.

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It will also be shown on specialist satellite channel Horse & Country.

The campaign also includes a series of six cleaning solution videos posted on a Jeyes microsite.

Jeyes said the campaign was part of its long-term strategy to invest in and reinvigorate its core brands and build on brand awareness.

Jeyes, which makes products including Parozone bleach and Bloo toilet cleaner, posted sales of �203.1m for the year ended August 2010, a drop of 7pc, or �15.8m, compared to the previous year, partly a result of the firm dropping loss-making lines following a strategic review under its new chief executive, Bernard Daymon.

Earnings before interest, taxes, depreciation and amortisation rose �1.8m to �10.3m.

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