Pladis has settled the age-old debate over whether Jaffa Cakes are a biscuit or a cake in a new nationwide campaign.
The campaign features a series of out of home (OOH) executions and social media films, featuring the brand’s dark blue and orange livery with catchlines including, ‘We’re a Cake! You biscuit’, ‘Say biscuit one more time… we dare you’, ‘Clue’s on the box, bruv’, and ‘Nuff said’ with an arrow pointing clearly to the word ‘Cakes’.
The campaign has been created by TBWA\London and also features partnerships with leading Gen Z influencers as well as Great British memes on social media.
“Jaffa Cakes are a cupboard staple for many, and the cake v biscuit debate only highlights how much people love them. But enough is enough. We’re putting an end to it here and now,” says Adam Woolf, marketing director – McVitie’s at Pladis UK&I. “The campaign taps into Jaffa’s distinctive heritage of boldness and boundary-pushing in its unapologetic way, while retaining its classic British humour roots. Its light-hearted nature reflects the youthfulness of Gen Z and families, as it humorously takes a provocative stance on the cake v biscuit debate with engaging end lines.”
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