Did man actually walk on the moon? What are better, cats or dogs? Are Jaffa Cakes, biscuits or cakes? All of these debates have raged on in the collective consciousness for decades. But in its latest campaign from TBWA\London, McVitie’s has finally put an end to this debate, once and for all.
The Outdoor campaign, which was planned by Talon and Grand Visual, is centered around some pretty punchy yet playful OOH executions and social films. The media buy includes a clever two-part billboard, with one site stating: “Stand here if you think it’s a cake” and the other leading the witness with; “Stand here if you’re an idiot.”
The rest of the OOH and social features slogans such as:
“We’re a cake, you biscuit,”
“Say ‘biscuit’ one more time, we dare you,”
“Clue’s on the box, bruv,” with an arrow pointing directly to the pack that states “Cakes”
The social films bring the three OOH executions to life by taking their messaging and adding an extra edge of humour. For example, one shows an enticing close-up of a Jaffa Cake highlighting its luscious chocolate coating, rich spongy base, and thick orange centre. A buzzer interrupts the indulgent moment, as the line made famous in Pulp Fiction pops into view: “Say ‘biscuit’ one more time, we dare you.” Our VO then declares,” We’re a cake, you biscuit.” The Jaffa Cakes logo appears, accompanied by several arrows emphasising that it’s indeed a cake, clearing up any confusion.
The work aims to capture a wider audience by placing Jaffa Cakes front and centre in people’s minds. With TBWA\London’s signature blend of humour and disruptiveness, the campaign has sparked conversations with lasting impressions, celebrating the iconic status of Jaffa Cakes while firmly placing them in the “cake” family once and for all.
Find out more on TBWA\London.