JAFFA CRVENKA

The first 100% MEME campaign that speaks the language of the GenZ through the platforms they use the most.

Jaffa approached us with a request to craft the campaign for launching the new extension of the brand “Jaffa kolači”, developed exclusively for the Gen Z. The product was named “Donuts” but due to legal restrictions we could not use the Serbian word for donuts. Traditionally donuts are associated with the homemade fluffy dessert that does not have the hole in the dough, like the new Jaffa Donut product.

We were aware that whoever tastes the product will immediately be aware that it is not what they might expect it to be, according by its name and we decided to make a twist and use MEMEs to create the communication around the product.

We engaged customers through social media, asking them to submit their own MEME examples, and recreated the most impressive ones.