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Jaguar Invites Fleet News Readers to ‘Eat Their Words’

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Direct marketing campaign from Spark44 brings edible cover wrap to the fleet management magazine

Jaguar Invites Fleet News Readers to ‘Eat Their Words’
The latest campaign for Spark44 for the new Jaguar E-PACE made the cover wrap of Fleet News edible.

The E-PACE is a car that refuses to be categorised. It’s a compact SUV but with sports car-inspired design. 

Recognising that there’s been a lot of incredulity – disbelievers that think the E-PACE can’t be both cars in one neat package – this campaign invites the naysayers to reconsider their criticism.

Fleet News is targeted at fleet managers – people whose business it is to know the automotive market. The cover wrap speaks to all fleet managers but takes a snipe at the ‘naysayers’ amongst them. It challenges them to ‘eat their words’.

After reading the case put forward for the E-PACE on the inside pages of the cover wrap, the idea is that fleet managers will be surprised at how many boxes the car also ticks to meet fleet criteria – especially its OTR price. So then they can literally eat the cover wrap – it’s made of edible paper.

With the wrap, Spark44 have only captured the attitude of the E-PACE, the car that "bends the rules.”

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Advertiser: Jaguar Land Rover UK

Clients: Robert Herd, Jessica Douce, Victoria Gabriel

Creative Agency

Creative Agency: Spark44

Chief Creative Officer: Brian Fraser

Production Manager: Tom Baker

Strategy: Liz Wolstenholme, Kevin Kelly

Account Team: Chris Newby, Richard Oakes, Maddie Thew

Categories: Aircraft, Automotive

Spark44, Thu, 15 Mar 2018 11:11:29 GMT