Brass adds digital happiness to McVitie's Jamaica Ginger Cake

Brass has helped McVitie's launch its first digital promotional activity for its Jamaica Ginger Cake brand.

Brass has designed a new website, Facebook presence and You Tube videos, utilising Jamaican born TV chef Rustie Lee as the celebrity brand ambassador.

A 'happiness' playlist on Spotify, featuring reggae and rock and roll music adds to the brand engagement activity.

Commenting on the campaign, Paul McGann, managing partner at Brass said: "One of our key objectives has been to use online content and promotions to drive purchase frequency.

"Recipe ideas from Rustie Lee and consumers, many through an online competition, illustrate the versatility of one of the UK's favourite cakes and added role as a key ingredient to everything from tropical trifles to good-time gateaux."