McVitie’s Jamaica Ginger Cake is one of the nation’s best loved branded cakes. Although it’s traditionally been seen as a teatime treat, Jamaica Ginger Cake is a very versatile product and is frequently used in recipes and by celebrity chefs as a “cheat” ingredient. To reinvigorate the brand and highlight the versatility of Jamaica Ginger Cake, we produced McVitie’s first ever digital promotion.
The brand’s marketing had been targeting and audience of women over 50. Our insight lead to our recommendation to shift this to mums who were 25+, allowing us to engage with a larger, more active online audience.
To achieve this we built a Facebook community around baking, with creative focused around a kitsch look and feel which would resonate with a mums audience. Rustie Lee was commissioned as the face of the campaign, and a key part of the activity was a recipe competition, which she judged, hosted on a Facebook app.
Our work helped build a large, active online community of fans and quadrupled the brand’s engagement rate on Facebook.
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