They say, it’s the last word that counts and McVitie’s will not let Jaffa Cake have the final word! In its latest campaign with TBWA/London ‘It’s A Cake, You Biscuit’, McVitie’s has rolled out a punchy OOH and social media campaign.
The biscuit maker will let the consumers decide for themselves whether they think it’s a cake or they’re an idiot! The two-part blunt billboard reads ‘Stand here if you think it’s a cake’, ‘Stand here if you’re an idiot’. It also raises slogans like ‘Say ‘biscuit’ one more time, we dare you’, and ‘Clue’s on the box, bruv’.
Moreover, a series of clips (part of the campaign) on social media showing close-ups of a Jaffa Cake, distinctly showing cake-like chocolate coating with a sponge base and thick orange center. TBWA/London has kicked humor into the campaign that leaves the viewer feeling jolly.
Paul Jordan, Executive Creative Director at TBWA/London, said the campaign celebrates the iconic status of Jaffa Cakes. “if McVitie’s are a family of True Originals, then Jaffa Cakes are the rebellious teenagers of that family, a bit aggy and provocative,” he said. “So Jaffa weren’t about to follow that familiar tropes of those brands who ask ‘Are you a Lover Or a Hater? – A Scruncher or A Folder? – Crisp in or Crisp Out?’ Jaffas aren’t playing anybody else’s game by asking consumers to decide – Jaffa know exactly what they are, they’re Jaffa CAKES – Nuff said!”
McVitie’s Adam Woolf said Jaffa Cakes are a cupboard staple for many. He believes the cake vs. biscuit debate only highlights how much people love them. “The campaign truly taps into Jaffa’s distinctive heritage of boldness and boundary-pushing in its unapologetic way, while continuing to retain its classic British humor roots.”
Woolf added that Jaffa Cakes have always been a unique treat that sparks joy and spirited discussions. “But enough is enough, we’re putting an end to it here and now.” He said TBWA/London’s disruptive idea has nailed this.
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