Cake or biscuit debate climaxes

We're a cake, you biscuit!

McVitie’s has launched a nationwide campaign that aims to put to bed once and for all the perennial debate of whether a Jaffa Cake is indeed a cake or a biscuit.

The campaign includes a series of out-of-home adverts with humorous catchlines including ‘We’re a Cake! You biscuit’, ‘Say biscuit one more time… we dare you’, ‘Clue’s on the box, bruv,’ and ‘Nuff said’ with an arrow pointing to the word ‘Cakes’.

These run alongside a number of films for social media that reinforce the campaign messaging.

The campaign also features partnerships with Gen Z influencers and Great British memes. It is set to be seen by 71% of all UK adults and to generate 177 million impressions.

Adam Woolf, Marketing Director for McVitie’s at pladis UK&I, commented: “The campaign taps into Jaffa’s distinctive heritage of boldness and boundary pushing in its unapologetic way, while retaining its classic British humour roots.

“Its light-hearted nature reflects the youthfulness of Gen Z and families, as it humorously takes a provocative stance on the cake v biscuit debate with engaging end lines.”

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This website contains images and information relating to tobacco products. Please do not view if you are under 18 years of age.

This website contains images and information relating to tobacco products. Please do not view if you are under 18 years of age.

This publication contains images and information relating to tobacco products. Please do not view if you are under the age of 18 years old.