Jaffa Brand Activations
The Challenge
Jaffa Fruits wanted to take its citrus range beyond the supermarket shelf and into culture.
The brief was to create a series of high-impact brand activations that would drive product trial, engage new audiences in a fun way and connect brand experience with retail purchase, all whilst creating content for use across their social media platforms.
The Idea
Purity developed a series of experiential marketing campaigns designed to bring Jaffa to life in unexpected locations, from commuter routes and university campuses to markets and London Fashion Week.
Each activation combined live brand experiences, product sampling and interactive engagement, ensuring the brand captured attention while encouraging consumers to try the product and redeem Tesco voucher incentives.
The Activation
Halloween Ghost Train Takeover
A mobile brand activation across London, Manchester and Leeds transport networks saw skeleton-costumed ambassadors surprise commuters with Easy Peelers and Tesco coupons, turning everyday journeys into memorable brand moments.
Human Fruit Machine – Spitalfields Market
To launch Jaffa’s Lemons & Limes range, Purity installed an interactive experiential activation in Old Spitalfields Market. Visitors pulled the lever of a “Human Fruit Machine” as brand ambassadors acted as spinning fruit reels in a lively, game-show style experience.
Best in Season – University Sampling
A fast-moving product sampling campaign toured King’s College, LSE and Bloomsbury campuses, inviting students to test their seasonal fruit knowledge while sampling produce and winning Tesco vouchers.
Alizza Fruit – London Fashion Week
During London Fashion Week, Jaffa’s Alizza fruit range was brought to life through pop-up runway moments across Soho, Covent Garden and King’s Cross, capturing social-first content while distributing samples and vouchers.
The Results
This experiential campaign demonstrated how creative brand activation and product sampling can transform everyday fruit into culturally relevant brand moments.
20,000+ product samples distributed
Multiple brand activations delivered across key UK cities
High engagement in commuter hubs, cultural hotspots and university campuses
Strong social amplification driven by shareable experiences
Retail purchase supported through integrated Tesco voucher incentives