McVitie's Jaffa Cakes Original Jaffa Jonuts Biscuits 4 Pack

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It follows Jaffa Cake bars and mini rolls as well as flavour variations of pineapple, cherry and passion fruit alongside the original orange. In 1927, McVitie & Price introduced the Jaffa Cake, named after Jaffa oranges, containing a simple combination of sugar and tangerine oil to form the sealed layer of jam in the middle.

According to Kantar’s UK head of creative excellence, Lynne Deason, creating advertising that works with, not against the human brain is fundamental to success across all touchpoints, as the human brain is “lazy” and attention can be hard to earn. Featuring a hero Jonut shot from multiple delicious angles and the unmistakable Jaffa Cakes layers of chocolate, sponge and tangy orange center, as one execution playfully explains: ‘All yum breaks loose.’”In need of some positivity? Get delicious recipe ideas, uplifting lifestyle news, and fashion and beauty tips. Make the most of your time at home and enjoy Good Housekeeping delivered directly to your door every month! The biscuit bosses say their new creation is sure to 'spark further conversation' as the biscuit or cake debate continues. According to Babb, the Jonut was conceived to tap into new eating occasions and to excite “Jaffanatics”. Consumers are looking for more new ways to enjoy the brands and products they love, she says, and Jaffa Cakes didn’t want to be left behind.

The aim of the launch ad campaign was therefore primarily around building awareness and appeal to drive product trial. When a product is this good, the communications almost write themselves as the campaign focuses on showing the Jaffa Jonuts in all their mouthwatering glory. We didn’t want to overcomplicate things. The product itself is what people are most engaged with. So we wanted to keep it really simple, and really hero the product and the distinctive brand assets that we’re building with the brand,” she explains.Deason explains: “The ad is playing its role in building salience for the brand and primarily a sense of differentiation, while also building warmth towards the brand and a feeling that it meets needs.” Navigating HFSS restrictions And indeed, Babb says the brand has seen an uplift in sales through September and October when the ad was live, building on an already “really successful” product launch.

Launching today in London, Jaffanatics who can find the giant Jonut sculpture – which has been created as an exact replica of the more-ish treat – can get their hands on some free Jaffa Jonuts to enjoy. McVitie’s are giving away thousands of free Jaffa Jonuts – the delicious new fusion between a Jaffa Cake and a doughnut – as part of the Giant Jaffa Jonut Hunt, which will take place in London, Birmingham and Cardiff over the coming weeks. Far from settling the debate of whether a Jaffa Cake is really a cake or biscuit, the playful minds at McVitie's have gone one step further to create something even more unique.

Driving long- and short-term results

Asked why McVitie’s focused on outdoor advertising for its campaign, Babb says it saw OOH as the space that was going to be “most impactful” for a campaign it wanted to be “very visual”. For some time we haven’t had a significant breakthrough in innovation on the brand. So we really wanted to bring something new to market that was going to excite fanatics but also help us tap into new occasions in these spaces,” she says. While Jaffa Cakes are eaten broadly across the day, Jonuts are more targeted at evening occasions and lunchtime treat moments. Speaking to Marketing Week, McVitie’s Jaffa Cakes marketing manager, Sarah Babb, says “keeping it really simple” was a key focus for the team when creating the ad. Babb also expects that Jaffa Cakes will use OOH more moving forward, and is hoping to build in some more creative, experiential elements as well. For example, with this campaign the brand planted giant Jonut statues in three cities across the UK.

Fans of Jaffa Cakes or ‘Jaffanatics’ will be treated to the doughnutty biscuit when they spot the giant Jonut sculpture which will be hidden in three UK cities. Created by TBWA\London, with media planned and bought by Manning Gottlieb OMD, the tongue-in-cheek billboards ran across the UK. One execution featured a pointed innuendo: ‘When a Jaffa Cake and a donut love each other very much…’. Others imitated perfume ads, consumer technology ads and sportswear ads. The hybrid proposition of the doughnut works particularly well for the Jaffa Cakes brand, Babb adds, because it has been playing into the debate of whether it is a cake or a biscuit since 1991. A court case between Her Majesty’s Customers and Excise and McVitie’s ruled at the time that a Jaffa Cake was in fact a cake and could therefore avoid VAT. That meant utilising the brand’s iconic blue and orange colouring, “dramatising” the product to drive appeal and intrigue, and being “playful” with the way it was brought to life through copy.

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Meanwhile, B&M is now selling mint cookie and caramel stuffed KitKats - and they sound perfect for chocolate fans. Another participant in the study said the ad shows the Jaffa Cake brand “has a sense of humour”, which was a key aim for the team behind the creative. These Jaffa creations are described as a magic Jaffa combo with a twist. A soft dougnuty shaped sponge, filled with tangy orange filling, and topped with the classic Jaffa chocolate!⁣"