Snack company McVitie’s has the final word on the Jaffa Cake Vs Biscuits debate with its latest campaign from TBWA/London – ‘It’s a cake, you biscuit’.
After decades of dispute and endless arguments over whether the spongy, chocolatey, orangey treat is a cake or biscuit, the brand owner has finally weighed in with a punchy OOH and social campaign that aims to settle the debate once and for all.
A key piece of the OOH strategy features a two-part billboard which encourages people to stand on one side or the other, depending on what side of the argument they agree with.
One side says: ‘Stand here if you think it’s a cake’, while the other reads, bluntly; ‘Stand here if you’re an idiot’.
This punchy yet playful approach is echoed throughout the rest of the campaign, with slogans such as
‘Say ‘biscuit’ one more time, we dare you’, and ‘Clue’s on the box, bruv,’ (with an arrow pointing directly to the part of the classic Jaffa Cakes packaging that states – very clearly in all fairness – ‘Cakes’).
A series of social films take the attitude-driven defence one step further, bringing the OOH ads to life with an additional layer of humour.
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One shows a close-up of a Jaffa Cake, highlighting its distinctly cake-like chocolate coating, sponge base and thick orange centre.
In a nod to classic Tarantino 90s film Pulp Fiction, the moment is interrupted with the words: “Say ‘biscuit’ one more time, we dare you”, breaking the spell, before a voiceover declares, ”We’re a cake, you biscuit.”
The Jaffa Cakes logo appears at the end of all the social films, with several arrows pointing helpfully to the word ‘Cakes’.
With TBWA\London’s signature blend of humour and disruptiveness, the campaign celebrates the iconic status of Jaffa Cakes while firmly placing them in the ‘cake’ family once and for all.
“If McVitie’s are a family of true originals then Jaffa Cakes are the rebellious teenagers of that family – a bit aggy and provocative,” said TBWA/London ECD Paul Jordan.
“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.”
McVitie’s Adam Woolf said: “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,” he continued.
“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.”
