Cake vs biscuit. It’s not quite as big a debate as to Brexit or not to Brexit, but it has engaged Brits in a lot of conversation about McVitie’s Jaffa Cakes, thanks to the creative efforts of TBWA\London, affirming Jaffa Cakes’ true identity (hint: it’s a cake) since 2024.
Earlier this year, the partners responded to a new wave of cultural chaos with viral debates and a cheeky cease-and-desist-style letter sent to London’s Biscuit Museum.
But there are still biscuit believers out there getting it wrong and spreading misinformation. So pladis-owned McVitie’s is back taking on the biscuit believers’ ongoing resistance even more loudly with a new wave of its headline-grabbing campaign, in an attempt to settle the debate: Jaffa Cakes are cakes. Not biscuits.
Rather than let the debate roll on, McVitie’s is leaning in with even more clarity, humour and bite. Because if the first round caused a stir, this one is here to settle it. Loudly.
McVitie’s is now doubling down, pointing out the mistake by asking, “Did you not hear us the first time?” with a fresh batch of OOH, DOOH, digital and social executions. The campaign will feature bold, cheeky creative across multiple digital and static sites, with a particular focus on the now-famous arrows pointing to the word, “Cakes”. These playful visual cues form the cornerstone of the new executions, ensuring there’s no room left for misinterpretation.
Among the new assets are playful executions featuring a McVitie’s Digestive, a Jaffa Cake, and a rubber duck – each labeled with arrows reading, “Biscuit, not a biscuit, also not a biscuit.”
Paul Jordan, ECD at TBWA\London, stated, “We said what we said. And now we’re saying it louder. We wanted to build on the momentum from last year while keeping the tone fresh, fun and unmistakably Jaffa. This latest round is all about confirming we’re a cake, not a biscuit – and if anyone’s still confused, the arrows should make it crystal clear.
James King, marketing director for McVitie’s Jaffa Cakes at pladis UK&I, added, “We’ve had our fun with the debate – now we’re just making it impossible to ignore. This campaign is Jaffa Cakes at their boldest: clear, cheeky, and completely unapologetic. People love to talk about what Jffa Cakes are, and we love giving them something to talk about. So here it is again.”
Credits:
Creative Agency: TBWA\London
Executive Creative Director: Paul Jordan
Creative Director: Matt Swinburne
Creatives: Matt Tassell & Dan Jones
Designer: Hani Abusamra
Agency Producer: Megan Sutton
Strategy Director: Donna Yan
Planner: Bhrena Marino
Business Director: Max Phillips
Account Director: Sophie Perry
Account Manager: Alice Trotter
Client: McVitie’s [Jaffa Cakes]
CMO: Asli Ozen Turhan
Marketing Director: James King
Marketing Manager: Jessica Woolfrey
Brand Manager: Kate Howe
Media Agency: Manning Gottlieb OMD
Consumer PR Agency: The Romans
Post Production: Coffee & TV
Creative Director: Danny Boyle
Motion Designers: Connor Cresswell & Daisy Loader
