Agency: Publicis | Authors: Elayne Reed and Sam Dias |
McVitie's Jaffa Cakes
Why McVitie's 'Jaffa Cakes' are so much more than 'orange sponge'
INTRODUCTION
This paper is about how investment in brand building through advertising can create a premium brand that is resilient to competition from own label and as a consequence create long term value for shareholders.
Whilst there have been a few IPA case studies in the past that have demonstrated a link between advertising and shareholder value creation1, they have not tended to be in the FMCG sector2.
We will show using...