Everyone loves McVitie’s Jaffa Cakes. That’s why its many imitators use similar pack designs, colours and even the same name. The redesign had to find a dynamic engagement strategy that would differentiate them and reassert Jaffa Cakes’ place in consumers’ hearts.
What truly separates a McVities Jaffa Cake from its competition is the peculiar self-centred consumer behaviour it elicits. People will do anything to avoid sharing them.
This became the strategy behind all brand communications.
Using actual consumers vox pops, captured from years of research and correspondence, the design celebrates people’s enduring love and affection for the product. Innovative and packed with attitude, the pack and quite literally keeps the brand dialogue flowing. The rebrand did more than just get people talking, it got more people buying too. Sales grew by 30% and advertising spend was reduced because the pack did the talking.