You may have seen a couple of new Jammie Dodger ads - one showing a
spider avoiding death by vacuum cleaner, the other showing a Jammie
Dodger falling between a women’s breasts - in the break in ITV’s Blind
Date on Saturday. They mark the return of the brand to TV after four
years and the first work from Saatchi & Saatchi since it won the account
last year (Campaign, last week). Is the 25-year-old brand taking a more
Paul Chmielewski, the marketing director for Burton’s, laughs off the
risque breasts execution as being nothing more than a joke.
’It was only included in the presentation by the agency as a joke
because the team that works on the brand is mostly women.
It made me, and the rest of the team, laugh so much that I thought it
was worth putting in the campaign. But you have to remember that while
children are the target market, their mothers are too,’ he says.
Chmielewski started his career in food marketing after graduating from
the National College of Food Technology in Reading. He joined Findus as
a management trainee in the late 70s, quickly moving up the ranks before
going to Eden Vale as a product manager responsible for cottage cheese
and cream in 1981.
After two years he left to become group product manager at Famous Names,
the confectionery company that has undergone two name-changes - first
Elizabeth Shaw, then Leaf.
The 40-year-old Chmielewski spent ten years at Burton’s Biscuits, having
joined as a marketing manager in 1987. Initially, he spent three years
working in export, which he describes as ’an experience in itself’.
Chmielewski’s worst experience in his working career was handling a
product launch for Famous Names. The brand, Milkshake Chews, promptly
bombed and Chmielewski’s voice trails off as he considers the demise of
’It was a disaster, it was never thought out properly. All those
beautiful packs we prepared ...’
one shows a spider dodging certain death from the suction of a predatory
vacuum cleaner and the other a slightly more risque execution. The new
spots to the brand which has been around for more than 25 years.