Stand Up If You Love Fig Rolls

Jacob's have started an humurous ad campaign for their Fig Rolls (not to be confused with McVites Fig Rolls) which involves men and women dressed in skin tight red shiny full-body suits, supposedly representing 'taste buds'. The ad revolves around the taste buds referring to each other as 'buds' and each of them vying for a bit of Fig Roll- which makes their taste buds stand erect...

Taste Buds

Here is the ad...




Jacob's have taken to promoting this campaign under the line by getting groups of people to dress in the taste bud body suits and run around certain busy areas of Ireland promoting the fig rolls. This was caught on Friday on Henry Street, Dublin.



I reckon this is a top notch complete campaign. After I captured the video of 'Stand Up If You Love Fig Rolls', I went back to the office and told all of my colleagues about the unusual awesomeness I had just witnessed. They had all seen the ad on TV and we all immediately started talking about Fig Rolls. This led to one of the girls running off to Tescos to by a pack of fruity biccies. Although they were McVites and not Jacobs.

I think the whole ad strategy is very effective, particularly as it is slightly off the wall which is good for WOM. However, special emphasis needs to be placed on the fact that they are Jacob's rolls and not McVites. It's not clear enough, and a bit confusing. The last thing you want to be doing is spreading WOM for your competitors. Perhaps some more distinct Jacob's branding is needed?