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

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 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.

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