Not sure which is more brilliant – the carpe diem style of this film by The&Partnership London or its goat.
The humorous hero film, Jaffa Whaaaaat?, highlights a campaign for McVitie’s Jaffa Cakes Nibbles, in which McVitie’s is pleading with Jaffa fans to help describe the new snack, after the brand confessed it had no idea what it had created. The film features popular TV star, Joey Essex, but it stars a pygmy goat called Nibbles.
Nibbles is on the look-out for answers to find out what Jaffa Cakes Nibbles are. She turns up everywhere people are eating them, in scenes that parody a horror film. The film is silly, fun, different and a definite attention grabber. Exactly what snack food audiences love.
It’s running live across the brand’s social media channels and was directed by Jack Clough from HunkyDory Films, best known for directing the awarded comedies, People Just Do Nothing and Skins.
Audiences are encouraged to share their own ludicrous descriptions on social media, using the campaign hashtag #JaffaWhaaaaat, and the film will continue to run in social media, radio and PR until April 14.
Emma Stowers, brand director for McVitie’s at pladis UK&I, commented, “While we made the new McVitie’s Jaffa Cakes Nibbles irresistible to nibble, they’re totally impossible to describe and we’re slightly stumped. We’re asking the nation to unleash their playful, cheeky side and help us describe them in their own unique way. We’re very excited to launch this fun, playful campaign which truly reflects the McVitie’s Jaffa Cakes brand personality and allows us to engage with its fans.”
The campaign film was produced by The&Partnership London and is the first campaign for McVitie’s Jaffa Cakes from the UK-based agency.
Micky Tudor, The&Partnership London Executive Creative Director, added, “We wanted to be mischievous, to provoke some Great British Biscuit Banter with this new McVitie’s creation. Using tongue in cheek messaging, we have asked the public if they think that McVitie’s Jaffa Cakes Nibbles are ‘zesty, orangey, chocolatey balls or sumptuous, sweet, spongetastic spheres?’. To help us find our answer, we’ve enlisted the help of several notoriously cheeky UK celebrities – Joey Essex, Jack Clough, Chris Hughes and Kem Centinay; accompanied by Nibbles the Goat, together they will ask the nation to debate Jaffa Whaaaaat?”