Iconic biscuit brand Jammie Dodgers is returning to UK TV screens for the first time in over a decade with a mischief-filled effort that encapsulates the brand’s playfulness.
Created by McCann’s Manchester arm, the 30-second spot marks the brand’s return to British living rooms with a summer-infused bang, celebrating that beloved staple: the water fight.
Set to The Chemical Brothers’ 1997 smash hit ‘Block Rockin’ Beats’, the creative aims to reignite Jammie Dodgers’ generational appeal through a distinctively disruptive creative.
“What a dream brief. Jammie Dodgers are biscuity British legends, and this couldn’t have been more fun to work on. The team has brilliantly brought the platform to life, and we can’t wait to see it out there making mischief,” McCann Manchester ECD, Imogen Tazzyman said.
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Running primarily across TV, the hero spot will also be supported by a series of social media and PR executions handled by social-first agency Frank PR.
Jammie Dodgers brand lead, Russell Smith added: “We needed a brand platform and campaign to showcase the mischievous energy of Jammie Dodgers and come back to the TV screens with a big splash!”
“We’re a brand that wants to encourage everyone to embrace the mischief in life, act their shoe size, not their age and celebrate kids being kids! McCann really got to grips with the brief and have delivered a fun and exciting long term communications platform for the brand”.
