Loud is currently running a campaign for leading European biscuit manufacturer Bahlsen which is taking the media by storm and stirring up public opinion!

The Future is Oblong campaign began with an online initiative to encourage discussion on how round objects would be so much better if they were oblong. Mysterious oblong messages on twitter and the website hinted there was something more to come, before it morphed into its ‘oblong jaffa cake’ phase.

Bahlsen Messino Jaffa Cakes were re-packaged in uniquely designed oblong packaging and mailed to on and offline media and high profile celebrities, as well as Jaffa Cake voices on Twitter and Facebook (for example Twitter, blogs and national newspapers). By the time it was revealed that Bahlsen was behind the campaign, the Round versus Oblong Jaffa Cake war had begun. National newspapers and radio stations and Jaffa Cake fans are talking about the tasty oblong treats.

The campaign is now in its ‘Take the Taste Test’ stage. Radio stations across the country are challenging listeners to make their choice – Round or Oblong. Crazy Oblong Jaffa Cake-costumed characters are appearing at major shopping centres to give shoppers the chance to taste the difference.

There is no doubt that the campaign is a success and equally, there is no doubt that the future is turning oblong!