Jaffa Cakes’ latest comedic drive from TBWA/London has achieved the highest score yet for long term commercial effectiveness for out-of-home advertising, according to System 1’s rankings.
It’s unique and very British ”We’re a cake! You biscuit’ spot scored an exceptional 5 stars. Meanwhile, ‘Clue’s on the box, bruv’ which played on the same concept with an arrow pointing at the word Cakes within the Jaffa Cakes logo scored 4.9 stars.
In addition, System 1 tested Global Street Art’s painted mural in Stockport, with that achieving 4.7 stars amongst a nationally representative audience and 5.1 stars among its local audience.
The scores, which are ranked on a scale of 1.0 to 5.9 stars based on brand building potential, mean that the creatives perform head-to-toe with some of the most effective TV advertising.
While out-of-home adverts usually attract an average of two seconds of attention and just 44% brand recall within that time, which is 20% less than UK TV campaigns, Jaffa achieved double the norm, with 88% brand recall.
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System 1 vice president of global partnerships Andrew Tindall described it as “a first-class example of how to build brand on one of the last standing truly broad-reach media UMS, out-of-home”.
“Playing it off a long-standing idea that’s come from the consumer in a simple, emotional and visual way. Impressive.”
McVitie’s marketing director Adam Woolf said: “This campaign is particularly special to us as it taps into Jaffa’s distinctive heritage of boldness and boundary-pushing, while staying true to its classic British humour roots.”
“We are delighted to see that the light-hearted nature of the campaign is bringing fun and enjoyment to people, with the provocative stance on the cake vs. biscuit debate,” he continued.
The debate, which the firm has been playing into since introducing a new flavour last year, has certainly served the brand well…
