McVitie’s Jaffa Cakes says ‘never apologise, never explain’ with an interactive cola bottle-themed special build in the heart of Brixton, in addition to a wider OOH campaign running across the UK.
The special build ad by BWA/London is set in the vibrant streets of Brixton, London, where the eye-catching installation has been designed to drive talkability, targeting Gen Z audiences with a memorable way for Londoners to sample the new flavour.
Potential consumers walking past the ad can pull a handle to see exactly how the cola bottle sweets are turned into the new Jaffa Cakes flavour.
Featuring life-like machinery, complete with an array of tubes, pipes, and mechanisms, the final Wonka-esque touch sees the special build delivering a sweet treat for passers-by to try on the spot.
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Further OOH ads carry the cheeky taglines: ‘Jaffas Gonna Jaff’ and ‘The pairing no-one asked for (you’re welcome)’ before concluding with the brand’s statement, ‘Never apologise, never explain’.
“Jaffa Cakes has always been about creating unique and delightful treats that surprise our consumers,” said McVitie’s Jaffa Cakes marketing director Adam Woolfe.
“The new cola bottle flavour embodies our ‘never apologise, never explain’ ethos, celebrating our tradition of originality and creativity. We’re excited to see people engaging with the special build in Brixton and experience the fun and flavour of our latest creation.”
The new work follows the latest successful Jaffa Cakes campaign from TBWA\London, which saw the outdoor campaign ‘We’re a cake, you biscuit’ achieve the “highest score for long-term effectiveness for out-of-home advertising” according to System One 1’s rankings, the work achieved double the norm, with 88% brand recall.
TBWA\London ECD Paul Jordan said: “Jaffa Cakes Cola Bottle flavour isn’t going to be to everyone’s taste. But that’s just the way they like it.
“Jaffa Cakes have always divided opinion in a bold and unapologetic manner. So at TBWA we decided to help launch these limited edition Jaffas in an equally original way – by combining a special build OOH with sampling and faux OOH.”
The ad was built by Grand Visual and Build Hollywood, with planning by Talon and MGOMD.