Did man actually walk on the moon? What are better, cats or dogs? Are Jaffa Cakes, biscuits or cakes? All of these debates have raged on in the collective consciousness for decades.
TBWA\London and McVitie’s have this debate once and for all. “It’s a cake, you biscuit.”
The campaign is built around some bold OOH executions and social films. The media buy includes a clever two-part billboard, with one site stating, “Stand here if you think it’s a cake” and the other leading the witness with, “Stand here if you’re an idiot.”
The rest of the OOH and social features slogans such as “We’re a cake, you biscuit,” “Say ‘biscuit’ one more time, we dare you,” and “Clue’s on the box, bruv,” with an arrow pointing directly to the pack that states “Cakes”.
The social films bring the three OOH executions to life by taking their messaging and adding an extra edge of humour.
The work aims to capture a wider audience by placing Jaffa Cakes front and centre in people’s minds using TBWA\London’s signature blend of humour and disruptiveness. Celebrating the fame of Jaffa Cakes while firmly placing them in the “cake” family once and for all.
Fun fact: In 1991, a VAT tribunal declared that Jaffa Cakes should be considered cakes and not biscuits for tax purposes.
Paul Jordan, executive creative director at TBWA\London, stated, “If McVitie’s is a family of True Originals – then Jaffa Cakes are the rebellious teenagers of that family – a bit aggy and provocative. So Jaffa weren’t about to follow the familiar tropes of those brands who ask; “Are you a Lover Or a Hater? – A Scruncher or A Folder? – Crisp in or Crisp out?” Jaffa’s aren’t playing anybody else’s game by asking consumers to decide – Jaffa know exactly what they are – they’re Jaffa CAKES – Nuff Said.”
Adam Woolf at McVitie’s, added, “Jaffa Cakes are a cupboard staple for many, and 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 humour roots. The light-hearted nature of the campaign reflects the youthfulness of Gen Z and families, as it humorously takes a provocative stance on the cake vs. biscuit debate with engaging end lines. 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 and TBWA\London’s disruptive idea has totally nailed this.”
Credits:
Client: McVitie’s [Jaffa Cakes]
CMO: Asli Ozen Turhan
Marketing Director: Adam Woolf
Marketing Manager: Jessica Woolfrey
Creative Agency: TBWA\London
Executive Creative Director: Paul Jordan
Creatives: Marc Owens, Matt Tassell
Strategy Partner: Jess Smith
Planner: Bhrena Marino
Business Director: Gareth Hughes
Account Director: Sophie Perry
Account Executive: Yael Setty
Agency Producer: Ben Etheridge
Media Agency: Manning Gottlieb OMD
Production Company: Foodhall
Producer: Jason Underhill
Photographer & Director: Piotr Gregorczyk
Editor: Giles McGarrigle
Post-production: Coffee&TV
Producer: Alannah Currie
Grade: Lewis Crossfield @ Coffee&TV
Sound: Chris Southwell @ Jungle Studios
