Feeling like you just can’t wait until February for more MAD//North? This week we’re casting our minds back to the biggest stage at MAD//North 2025 - the Factory Stage. Featuring key brands with top insights across both days of the event, this was a stage you didn’t want to miss. We’ve shared some of our highlights below:

Made in Stockport - The Marketing Magic of Jaffa Cakes

Day 1 of the Factory Stage at MAD//North 2025 saw James King, Marketing Director at pladis take to the stage to share how they have been transforming the brand. King highlights the challenge facing Jaffa cakes - to cut through and reach their younger target audience, to “breathe fresh life into the brand”. By addressing the long debated question of cake or biscuit, as well as innovating with a new flavour that resonated, Jaffa cakes were able to revitalise and see “outstanding success” for the brand. 

To dive into the details on how this 360 campaign reinvigorated the brand, check out the full keynote on our YouTube.

Brits and Their Bits: A Deo Revolution

The first day of MAD//North 2025 also featured Kath Swallow, the Global Vice President of Rexona sharing with delegates how Sure took the lead in creating a new product for the whole body that tackled key consumer issues, but did so whilst still in a clearly recognisable tone of voice. Through bold messaging and addressing stereotypes head on in a relatable way, Sure were able to achieve positive sentiment whilst also redefining category norms.

To hear the full story, you can listen to the session in full on the MAD//Fest Youtube channel. 

ASDA: How Going Back to Your Roots can Plant the Seeds of Success

Taking to the stage on the final day of MAD//North 2025 was Adam Zavalis, Vice President of Marketing at ASDA, who sat down with Simon Lloyd, to hear more about the importance of reconnecting and recognising your brand heritage all whilst modernising through ideas such as bringing back rollbacks to build awareness. 

To hear more about Adam’s background, differentiation and the importance of storytelling and being emotive to connect with your consumers, check out the fireside chat in full on YouTube. 

MAD//North sets sail again on 25 + 26 February, once again at Aviva Studios. Click HERE to book your place!