McVitie's Jaffa Cakes - How advertising has allowed a premium product to thrive in a highly competitive environment

Elayne Reed and Sam Dias

This paper tells the story of McVitie's 'Deliciously Self-Centred' advertsing campaign for its Jaffa Cakes between 1999 and 2002.
Agency: PublicisAuthors: 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...

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