Campaign: Food and drink - The future of jaffa cakes is oblong

Campaign: The future is oblong
Client: Bahlsen
PR team: Loud
Timescale: July-September 2009
Budget: £40,000

German confectionery company Bahlsen wanted to raise awareness of its brand of jaffa cakes known as Messinos. Loud focused on the oblong shape of the Messino and created 'The future is oblong' as a campaign.

OBJECTIVES

- To encourage the public to participate in taste tests

- To raise awareness of the Messino

- To generate interest.

STRATEGY AND PLAN

A Twitter feed was set up where all quotes related to oblongs. Live events were held at the Oval Ashes Test and Reading Festival, involving volunteers carrying signs with a microsite address. The microsite then revealed the 'future is oblong' strapline, and boxes of Messinos branded as 'oblong jaffa cakes' were sent to the media and bloggers. Sampling events were held over three weeks, which involved handing out free samples of Messinos and money-off vouchers, as well as taste tests.

MEASUREMENT AND EVALUATION

More than 60 articles appeared in press and online. Highlights included articles in The Daily Telegraph, the Daily Mail, the Daily Mirror, the Daily Express and the London Evening Standard. The story also appeared on 25 radio shows including Chris Evans' BBC Radio Two drivetime show and Nihal's Radio One Sunday afternoon show.

RESULTS

During the sampling 30,000 Messinos and 12,500 discount vouchers were given out, and 90 per cent of participants in the taste tests preferred the Messino to regular jaffa cakes.

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