McVitie’s Jaffa Cakes fire back in a bold OOH campaign to settle the debate once and for all: Jaffa Cakes are cakes, not biscuits.
McVitie’s Doubles Down with Humorous OOH Push
The great debate continues, but McVitie’s isn’t having it. With the second wave of its bold campaign by TBWA\London, the brand is once again setting the record straight: Jaffa Cakes are cakes, not biscuits. Apparently, the message didn’t stick the first time — so now they’re saying it louder, cheekier, and across even more platforms.
A Cultural Debate That Refuses to Crumble
Earlier this summer, the age-old debate over whether Jaffa Cakes are cakes or biscuits resurfaced with a vengeance. Despite years of legal, cultural, and culinary evidence, the “biscuit believers” remain vocal. Instead of ignoring the chatter, McVitie’s is leaning into the noise with playful clarity, aiming to make the truth impossible to miss.
“Did You Not Hear Us the First Time?”
That’s the question McVitie’s is asking in bold new creative work that includes OOH, DOOH, social media, and digital formats. One standout execution features arrows pointing at the word “Cakes” — visually underlining the answer with no room for confusion. Another cheeky visual lines up a McVitie’s Digestive (labeled “biscuit”), a Jaffa Cake (“not a biscuit”), and a rubber duck (“also not a biscuit”) for maximum clarity and humor.
Bold, Cheeky, and Unapologetically Jaffa
“We said what we said. And now we’re saying it louder,” said Paul Jordan, Executive Creative Director at TBWA\London. He emphasized the fresh tone and creative clarity, adding that this round is meant to put the confusion to rest — or at least make people laugh while reminding them of the truth.
James King, Marketing Director for McVitie’s Jaffa Cakes at pladis UK&I, shared: “This campaign is Jaffa Cakes at their boldest: clear, cheeky, and completely unapologetic.”
A Campaign That Sparks Conversation
McVitie’s isn’t just correcting misconceptions; they’re fueling cultural chatter. The campaign taps into the viral potential of a humorous but divisive topic — exactly the kind of creative tension that gets people talking. And talking about Jaffa Cakes is exactly what McVitie’s wants.
