McVitie’s owner Pladis has partnered with creative agency Anthem Worldwide to redesign Jaffa Cakes packaging.
Pladis and Anthem said they wanted to take the opportunity to introduce more of the Jaffa Cake brand’s personality onto the pack design through the idea that consumers eat the cakes 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 eaters they are. Each of these four expressions is showcased on the top panel of the pack.
Pladis senior brand manager Laura Stebbings said: “The redesign of the Jaffa Cakes range has given us the opportunity to integrate the brand’s personality onto the pack and to allow consumers to engage more deeply with the brand through their own distinctive and entertaining approach to eating the product.”
Mark Lloyd, creative director at Anthem, added: “Jaffa Cakes are iconic and we needed to treat the brand assets with respect, however we were keen to capture consumers’ unique relationship with the product while staying true to the brand and its quirky personality.”
Last year Jaffa Cakes hit the headlines after it was announced that standards boxes were to reduce in size from 12 to ten cakes and a twin packs decrease from 24 to 20.
© FoodBev Media Ltd 2024