Biscuit maker Bahlsen is to take on McVitie’s Jaffa Cakes with a new six-figure advertising campaign for its Messino cake an "upmarket oblong Jaffa".
The drive to take market share from McVitie’s followed news that sales of Bahlsen’s Messino range were up 94% year-on-year.
The new television advertisement was launched earlier this month to showcase the range.
Commenting on an independent study carried out by Principles Research, Jon Dance, marketing manager at Bahlsen UK, said: "Seven out of 10 people said they were ’very likely’ to buy our range which proves the Messino Jaffa Cake meets the expectations of discerning consumers."
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