AS THE conversation around Brand Jamaica intensifies, the Jamaica Business Development Corporation (JBDC), through its retail arm Things Jamaican, is pushing 30 new Jamaican brands to market through the ‘Deck Di Yaad with New Yaad Brands’ Christmas campaign. “We recognised that we needed to build out clients that had brands. And a lot of back-end work would have been done in the form of product development, packaging, labelling, branding.
We wanted to make sure that our clients were using best-practice marketing strategies to enter markets and to grow in markets,” says Janine Fletcher-Taylor, manager of the Marketing Services Unit at the JBDC. As a result, this campaign will strategically position these new brands to reach a wider audience. With a focus on quality, innovation, and cultural relevance, the brands selected for this campaign spread across three categories – food, fashion accessories and home décor.
“With the ‘Deck Di Yaad’ theme, we chose categories that align with what Jamaican consumers are already engaged in during the holiday season – family gatherings, food preparation, home décor, and fashion. These new brands fit into those activities, offering authentic Jamaican products for consumers to enjoy during this special time of year,” Fletcher-Taylor continued. The 30 brands featured in this holiday campaign include Bean Rho, Well Bazz Jewelry, Iama Mamby Entertainment, Rock By Nana, Lonies, Youthful Bloom, Desilva Hall Designs, Junlyn Ar.
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