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.”
