Fraser Doherty took a once typical household product like jam and turned it into something exciting and innovative. Doherty was taught how to make jam at a young age by his grandmother and his passion quickly flourished into selling jam around his neighborhood. Soon he was dropping out of school to sell the jam full time. He took his jam and pitched his idea to Waitrose who accepted and put his jam on the market to 300 UK grocery stores.
It is now one of the most popular jam products in the UK. This is such a good twist on jam that combines good marketing tools as well as innovation. The packaging for the jam is fresh and new, unlike what typical jam looks like in our grocery stores. Doherty is a great inspiration to all entrepreneurs because he chose something that had been marketed before and putting his own twist on it. He completely rejuvenated the way people view jam. As entrepreneurs, some of our job is to market to our audience in a positive way that will want them to buy it. It is part of our job to be excited about the products and make the consumers excited. Fraser reminds all of us that part of the job is making it a personal experience for the customers.
After browsing the Super Jam website, I’m a little blown away that a seemingly mundane product is making such an impact on the UK market! His branding, however, is anything but ordinary. I love the fresh design and personal touch (“we sponsor hundreds of free tea parties for older people”- what a hoot!) The jam has become more than a product; it’s become an experience. I admire his gumption to take a well-loved hobby and make it a career! Goodness, now I’m hungry.