McVitie's Jaffa Cakes

Dee Chalmers

1999 revitalising campaign for McVities Jaffa cakes, a market which had become promotion-dominated. Advertising task was to 'renew the dialogue' with consumers after a 7-year advertising gap, increase brand saliency, and thus uplift consumer behaviour and regular purchase while supporting the brand for the longer term.
Agency: PublicisAuthor: Dee Chalmers

McVitie's Jaffa Cakes

'Deliciously selfcentred ... a case of near fatal narcissism'

Introduction

Most consumers in the UK have heard of McVitie's Jaffa Cakes. But what are they? A biscuit or a cake? More on this later, but in marketing terms, they are categorised as an 'everyday treat' ('EDT') in the sweet biscuit category. The EDT segment encompasses all halfcoated biscuits and cookies, in other words, the ones that get eaten first when the biscuits are passed around! Other brands in this segment include Cadbury's Jestives, McVitie's Chocolate Homewheats and Fox's Crunch Creams....

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