McVitie’s Jaffa Cakes have launched their first solus TV campaign since 2006 as part of a new brand platform aimed at inspiring consumers to connect with the brand and ‘be what they want to be’, which launches across TV, social media, a new AR digital experience and via influencer content from Friday 26th February.
The campaign sees the pladis-owned snack back on the small screen for the first time in 15 years as a solus brand, with a brand platform created by TBWA\London that is inspired byhow the playful treat flouts conventions. The premiere of the advert will run during the first episode of the new series of Channel 4’s GoggleBox on Friday night.
McVitie’s Jaffa Cakes is well-known as an original, it’s a cake in the biscuit aisle and proud of it. Audience research shows that the brand’s consumers value originality and are motivated to be true to themselves. The new brand platform brings this sentiment of defyingcategorisation, which has always been part of the brand’s DNA, to life as the concept of ‘Be What You Want To Be’ – which shows the fun that can be had when you question conventions in the name of enjoyment. The alignment of audience motivation and product truth that is brought together in the brand platform delivers a means of making Jaffa Cake’s maverick, playful, unconventional attitude relevant to a new generation of buyers.
This product truth comes to life in the TV campaign, where we see characters inspired by the realisation that McVitie’s Jaffa Cakes are bending the rules of the biscuit aisle, so they too can ‘be what they want to be’ as well. The TV spot starts with a shopkeeper stackingboxes of the much-loved snack on a shelf in his corner shop. As he absentmindedly takes a bite, he begins to debate the product’s status, questioning if it is in fact a biscuit or cake.
The realisation that McVitie’s Jaffa Cakes are a cake in the biscuit aisle inspires him to be what he’s always wanted to be too. His dream is to be the ‘king of the roller disco’, and we see the shop he’s standing in suddenly transform into a roller disco stage as he dons afabulous costume and roller dances around the store. He joyfully lives out his dream, as the spot concludes with the strapline: ‘Be What You Want To Be’.
Amplifying the brand platform on digital channels, McVitie’s Jaffa Cakes have also launched an innovative new AR experience – which will reward consumers for engaging with the brand and drive them directly to trial and purchase. The free-to-use hub uses cutting edge digital technology, and has been created by Because, a creative experiences agency. The augmented reality gameplay connects digital and real-world experiences, leading consumers through an entertaining virtual journey as they search for digital tokens inspired by the TV advert concept. Winning tokens will then convert to prizes, 6 x top prizes of £500 are aimed at helping consumers live out their own dreams, alongside thousands of tokens that can be directly exchanged for free packs of Jaffa Cakes at participating supermarkets.
On social platforms, paid ads will run exclusively on TikTok to drive impact with the brand’score audience, as well as support on McVitie’s Jaffa Cakes owned social channels on Facebook, Instagram and Twitter. Manning Gottlieb OMD is leading the media buying and social activation of the campaign, including strategically amplifying the ‘Be What You WantTo Be’ brand platform across TikTok, collaborating with talented TikTok creators and influencers, varying from artists to dancers. The content will be centred around embodying the ‘Be What You Want To Be’ messaging, all interpreted through the creators own artistic expression.
The ‘Be What You Want To Be’ brand platform is also being brought to life through strategic use of engaging influencer content as part of the brand’s PR activity. McVitie’s Jaffa Cakes is working with consumer PR agency Taylor Herring to create entertaining influencer-led video content in which they reveal their dreams, which will further amplify the narrative that the snack can help inspire people to be what they want to be.
Emma Stowers, Brand Director for McVitie’s at pladis UK&I, said: “We’re really excited to launch the new brand platform for McVitie’s Jaffa Cakes, and put the much-loved treat backon TV. It’s been a very challenging 12 months, and we hope that our TV ad will bring a smileto people’s faces – and perhaps even inspire them to think about what ambitions of theirown they want to make happen in 2021.”
The brand platform is launching in an exciting year of innovation for McVitie’s Jaffa Cakes,which has already launched two new core flavours in January, Cherry and Passion Fruit – which have joined the Orange and Pineapple flavours in the Jaffa Cakes family, with more new products and flavours to follow throughout the year.
The McVitie’s Jaffa Cakes TV campaign was created by TBWA’s Dan Kenny & Duncan Brooks,and directed by Jim Hosking through The Sweetshop. Media was planned and bought by MGOMD. The virtual experience is created by Because and PR by Taylor Herring.
McVitie’s Jaffa Cakes ‘Be What You Want To Be’ TV campaign creds:
Brand: McVitie’s Jaffa Cakes
Chief Creative Officer: Andy Jex
Senior Creative Team: Dan Kenny & Duncan Brooks
Strategic Lead: Elisa Edmonds
Business Director: Gareth Hughes
Account Director: Max Phillips
Account Executive: Katia Lallart
Account Executive: James Graham
Social Lead: Henry Hitchcox
Broadcast Producer: Jeremy Muthana
Senior Integrated Producer: Deryck van Steenderen
Head of Design: Aaron Moss
Designer: Aaron Janagal
Production company: The Sweetshop
Director: Jim Hosking
Producer: Jessica Wylie
Executive Producer – Justin Edmund-White
Editor: Ellie Johnson at Ten Three
Casting: Lesley Beastall
Post Production: Framestore
Sound: Munzie Thund @ Grand Central
Media Agency: MGOMD