Creative agency Truant London has gone against the grain and produced an ‘Extra Seedy’ Prince Andrew Conserve to poke fun at The Queen’s Jubilee weekend.
In the company’s ‘usual signature irreverent’ style, Truant has created a ‘jammy little giveaway’ for friends and family of staff members to enjoy.
The amusing close-to-the-line initiative plays upon the general distaste the world has towards the prince, as the public anticipates the likelihood of his presence at the Jubilee events.
The ‘Jammy Andrew’ risqué label reads: “Prepared with prematurely-picked raspberries, this dry jam is sure to leave a bad taste in any mouth. Add shame to Victoria sponges and scorn to scones. Share it around at a street party to swiftly end all jubilation.”
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Other copy includes the ingredients section: “Unripe raspberries (95% seeds, 5% fruit pulp, 0% sweat), sugar, water, citrus pectin.”
The jam – which comes with a best before date of when ‘it comes of age’ – is sure to cause a stir in the advertising industry.
Truant creatives Scarlet Pughe and Lizzy Wright have weighed in on the jam’s release with an exclusive Q&A.
Why did you decide to create this Jammy Andrew stunt for the Jubilee?
Jammy Prince Andrew managed to slip away from a court case without facing the consequences for his actions and Virginia Guiffre’s settlement states that she’s to make no public mention of her sexual assault accusation. So we’ll do it for her.
The Queen’s Jubilee is a momentous occasion and the perfect opportunity to remind the people that not all the royals are as squeaky clean as they seem. This all led us to create our quintessentially British parody jam. Just because Prince Andrew has the funds (with a little help from mummy), it shouldn’t mean he’s able to get away with what he did.
How are you amplifying the ‘campaign’?
We started by making some quintessentially British content about our new Extra Seedy Conserve. Adding shame to Victoria sponges and scorn to scones. We made Jammy Andrews available to buy on eBay for a mere £12m to highlight the sum he was alleged to pay as a settlement to silence Virginia Guiffre. We also took to TikTok, animating Prince Andrew’s face along to different trending sounds and finally we sent our limited edition jam out to a select few.
What kind of reaction are you hoping for?
Hopefully a few laughs and to put the Jubilee in perspective.
How was it made?
Blood, no sweat and tears.
How will it benefit Truant?
Well providing our Jam sells on eBay – which of course it will – I think we’re all in for some pretty big bonuses this year.
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