Creative of the week: @RealJaffaCakes delivers a short and sweet message

Each month we’re highlighting great short-form video campaigns that work on Twitter. We hope they’ll provide inspiration and show best practice. This week we have @RealJaffaCakes promoting its new Jaffa Cake Nibbles range.

What’s it for?

The campaign is to raise awareness of McVities’ new Jaffa Cake Nibbles range, described as “Irresistible to nibble. Impossible to describe.” Enough said. Get yourself down to the shops to try them for yourself.

Why it’s good

McVitie’s (@McVities) ran an In-Stream Video pre-roll for this campaign. The pre-roll asset is perfectly optimised for mobile and this specific product. It’s non-skippable and, despite being a mere 5 seconds long, it focuses on a key single message in a visual and concise way.

Leveraging the white-border on the creative helps to create a 3D effect once the nibbles burst out of the bag.

These best practices helped McVitie’s get the message across quickly and efficiently before the premium publisher video served to their target audience.