Jam Packed

Background:

Jam has been dated back to the stone age and used as a way to preserve food to keep it fresh for months. The Egyptians were the first to create jam when Daruis The Great brought back sugar cane from his invasion of India.

There is no doubt that Jam has been a British sweet for centuries and used for baking, breakfast or as a cheeky snack! However, not a lot of people know the true potential of what you can do with JAM. For example, did you know that you can mix jam with grilled cheese sandwiches? Or have it on some chicken or ribs? Jam is clearly the preferred type of spread in Great Britain. Approximately 19.2 million people were jam users in 2018.

Brief:

The challenge is to reach out and to welcome new consumers as well as to people who love to experiment or try new things with their food! We want to refresh the Jam community with a brand new Jam.
Go wild with it! Show ways to make Jam stand out within the market and to make people not want it but need it in their cupboards!