The Drum Awards Festival - Extended Deadline

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Agency: Anthem
Date: Dec 2017
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Global creative agency Anthem Worldwide has partnered with McVitie’s owner, Pladis Group, to redesign the Jaffa Cakes range. With the revision of all Jaffa Cakes product formats in 2017 to better meet consumer demand, as well as the introduction of a new ‘Bought in, carry out pack,’ Anthem and Pladis took the opportunity to introduce more of the brand’s fun and cheeky personality onto the pack design through the idea that consumers eat the well-loved brand in a multitude of different ways.

The permanent redesign includes new product photography and illustration applied across all formats and secondary packaging. Consumers are encouraged to ask themselves which one of the four kinds of Jaffa Cake eater they are. Maybe No. 1, ‘The All Rounder’ – "Nibble around the edge, save the best til last" or No.2, ‘The Jelly Lover’ – “Head straight for the jelly”.

Each of these four expressions are showcased on the top panel of the pack in a playful and mischievous way in line with the brand’s character.

Credits

Chanel Stracey - Designer - Anthem

April Stracey - Visualisation - Anthem

James Milburn - Senior Account Manager - Anthem

Laura Stebbings - Senior Brand Manager - Pladis Group