Jaffa Cakes' TBWA campaign outshines TV, achieving 88% brand recall with creative out-of-home ads, highlighting the power of billboards in effective brand marketing.

Introduction

Out of Home advertising (billboards) is experiencing a creative renaissance, offering a refreshing break from the grind of digital ads and 15-second VODs with multiple product mentions. A prime example of this trend is TBWA London's "We’re a cake – you biscuit" campaign for McVitie’s Jaffa Cakes, which scored a maximum of 5.0 stars in System1’s new ranking.

Campaign Impact

Exceptional Results

The campaign has been a success not only in terms of creativity but also in demonstrating remarkable effectiveness in the realm of out-of-home advertising (DOOH). According to System1, most OOH ads get two seconds of attention, with an average 44% brand recall, which is 20% less than the TV average. However, these two Jaffa Cakes campaigns achieved an 88% brand recall.

Marketing Director's Insight

McVitie’s marketing director, Adam Woolf, said: “This campaign is particularly special to us as it taps into Jaffa’s distinctive heritage of boldness and boundary-pushing, while staying true to its classic British humour roots. We are delighted to see that the light-hearted nature of the campaign is bringing fun and enjoyment to people, with the provocative stance on the cake vs. biscuit debate.”

Strategy Behind the Success

Leveraging Consumer Ideas

System1’s Andrew Tindall remarked: “A first-class example of how to build a brand on one of the last standing truly broad-reach mediums, out of home. Playing off a long-standing idea that’s come from the consumer in a simple, emotional and visual way.”

Benefits of Out of Home Advertising

Campaigns like Jaffa Cakes demonstrate how billboards can be a powerful tool for brands. They not only provide wide reach but also enable an emotional and visual connection with the audience, resulting in higher brand recall and more effective message communication.

Relevance to Outdoor Advertising and Advertising Companies

This success highlights the importance of considering out-of-home advertising in marketing strategies. Outdoor advertising companies and advertising companies near me can take note of these results and explore innovative ways to use billboards and DOOH to create memorable and effective campaigns.

Conclusion

TBWA’s campaign for Jaffa Cakes is a brilliant example of how out-of-home advertising can outperform other media in terms of creativity and effectiveness. By focusing on simplicity, emotion, and visual impact, brands can make the most of this medium to connect with their audience in meaningful and lasting ways.