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.”