McVitie's Jaffa Cakes: Deliciously self-centred - IPA Effectiveness Awards Case Study 2000

Brief Description: The snacking/biscuit market had become promotion dominated. After a 7 year advertising gap, the objective was to revitalise the McVities Jaffa Cakes brand and to 'renew the dialogue' with consumers as well as increase sales. New varieties were launched, but the main product had to be supported. National TV bursts led to increased brand saliency and campaign memorability as well as increased pre-post sales ;---(TAGS)--- Full Title: McVitie's Jaffa Cakes : deliciously self-centered......a case of near fatal narcissism ; Number: 2000/16 ; Brand Name: McVitie's Jaffa Cakes ; Client: United Biscuits ; IPA_ProductCoding: Food (Bakery goods - bread/cakes/crackers/biscuits) ; Agency: Publicis ; Author: Dee Chalmers, Isabelle Hierholtz ;