McVitie's Jaffa Cakes: Deliciously self-centred

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