“Mr. Cheeto Come Jumpers”

It is the direct and forceful message that Jumpers launched a few days ago with a canvas -The first of the Apex brand-, as part of an advertising campaign in which he has collaborated with the creator of content Mr. Cheeto. However, he has removed it from its location on Alcalá Street, in the center of Madrid after receiving a request for withdrawal.

“We cannot say the reasons. We will only say that this is not going to stay like this”, Commented on the brand on social networks, next to the expression“To be continuous”Moreover, the brand has not only removed the canvas but also eliminated from your social networks the publications he had made in recent days related to the campaign.
The brand ensures in a statement that these publications had exceeded 7.6 million views between Instagram, Tiktok and YouTube.

“I bet 5 euros that it was a demand for cheetos” either “Those operators are from Matutano!?“They are some of the comments that users made in the publication of the withdrawal of the canvas, which has aroused the debate and the speculation by the Jumpers community.

Especially because the canvas was part of an action that invited consumers to find support and publish photographs or video with creativity in Google Mapsin exchange for accessing the raffle of 10 product boxes.
Jumpers had created the location on that platform, and remains active at the time of publishing this news.

The campaign, designed by the creative agency Fuego walks with me, has wanted Generate controversy by alluding to your rival, Cheetosnot only with the name of the creator with whom he has collaborated, but also disguising this with a tiger suit, referring to the pet of that brand. In addition, the name of the protagonist and, therefore, part of the rival’s naming, also appeared in the graph.

Jumpers has thrown humor and careless Limits of the Advertising Regulatory Framework of our country with the aim of gaining notoriety. It could be argued that, due to the mention of the Cheeto denomination as part of the protagonist’s name, creativity could incur infractions regarding unfair competition.

That is why, seeking to continue with communication and in line with the disruptive advertising that Fuego walks with me has created for Jumpers over the last years, the campaign is has moved to international waters, where I would not apply the Spanish legal framework. Thus, as the brand has published on social networks, the canvas has located on a ship several kilometers from the coast and has pixelated the name of the content creator.

The brand’s strategy has been the most of the resources invested in the canvas and give it a second life. Jumpers herself remembered in a statement her national brand of snacks, humble and local, and with an investment much lower than the great actors in their category. In this sense, the idea would have been to Generate additional communication opportunities and marketing in alternative channels to outdoor advertising.

It is not the first advertising action that plays with the limits of the regulation. In September 2022 the hamburger brand Vice He made an veiled allusion to one of his rivals, Goikoalso with a canvas starring the influencer Jessica Goicoechea. “Vice, Goico’s favorite burgers,” said creativity.