Kindergarten teacher eats a Jaffa Cake in front of her class, to illustrate the stages leading to a total eclipse of the moon.
Filosofia
When it comes to demonstrating that advertising can indeed "shift" product in the supermarket aisle, and do it better than promotions... the McVitie's Jaffa Cakes latest campaign is a dramatic case study. In the context of the seven year advertising hiatus that preceded the campaign, and its promotions-only regime, which failed to lift sales, the paper argues that the advertising accomplished what promotions could not, which was to lead lapsed consumers back to point of sale, by rekindling their relationship with the brand. While the benefits of long-term brand building are acknowledged, marketers typically use short-term measures to justify their advertising budgets. It is a challenge to be able to explicitly measure both - the generation of short-term sales performance and the creation of long term value. This case study for McVitie's Jaffa Cakes brings the two together.
Risultato
In the short term, it demonstrates how advertising increased base sales by 59%, successfully kept own label at bay and was profitable. In the long term, it demonstrates how advertising delivered a sustainable price premium, which helped create at least £60m of financial brand value.