McVitie's has definitively settled the long-running debate over whether Jaffa Cakes are cakes or biscuits with a new advertising campaign. The snack, which has divided Britons for decades, will now be unequivocally marketed as a cake.
The biscuit brand launched a series of digital and social media presentations making the classification clear. One campaign features bold arrows pointing to the word 'Cakes' on the packaging, while another reads 'We're a cake! You biscuit.' A third declares 'Clue's on the box, bruv' with an arrow pointing to 'Cakes' and 'not biscuits' written above.
Paul Jordan, Executive Creative Director at TBWA London, said: '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 Jaffa Cakes are, and we love giving them something to talk about. So here it is again.'
