McVitie's Jaffa Cakes lures back fans

A new £2.7 million print campaign for McVitie's Jaffa Cakes aims to re-engage lapsed consumers while showcasing a new pack design.

The campaign, created by Publicis, breaks on 19 April. It incorporates press ads, which will appear in celebrity titles, and on outdoor six-sheet posters. These will feature on high streets, in WH Smith outlets and at major railway stations, with a large-format poster at Victoria station.

The ads aim to dramatise the effect McVities's Jaffa Cakes have on people and the fact that one never seems to be enough.

The ads use a hypnotic theme and feature the product in a spiral, multi-coloured vortex, with lines such as "just one more", "take me now" and "come to me". They tell people that there is no point resisting the power of McVitie's Jaffa Cakes and that they should give in to their desire to eat them. The ads all carry the line: "At only one gram of fat per cake, why resist?"

Rob Hobart, the marketing manager at McVitie's, said: "Publicis has captured the truth about McVitie's Jaffa Cakes - that one always leads to another - in a simple yet striking way."

Nik Studzinski, the executive creative director at Publicis, said: "The print campaign conveys the irresistible nature of McVitie's Jaffa Cakes."

The campaign was written by Ira Joseph and art directed by Jackie Steers.

Starcom handled the media planning and buying.

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