The great British cake-versus-biscuit debate is back in full swing—and McVitie’s isn’t holding back. With a fresh wave of playful and outspoken advertising, the iconic brand is once again making its position crystal clear: Jaffa Cakes are cakes, not biscuits.
In collaboration with TBWA\London, McVitie’s has launched the second phase of its eye-catching out-of-home (OOH) campaign, fuelled by the enduring cultural confusion surrounding Jaffa Cakes. The latest ads are sharper, funnier, and even more direct, leaning into the national obsession with the long-standing debate.
This new chapter of the campaign features bold headlines like “Did you not hear us the first time?”, accompanied by unmistakable visual cues. Arrows point emphatically to the word “Cakes”, leaving no room for misinterpretation. Alongside the Jaffa Cake, cheeky comparisons include a McVitie’s Digestive labeled “Biscuit,” and a rubber duck labeled “Also not a biscuit,” adding a humorous twist to the messaging.
Paul Jordan, Executive Creative Director at TBWA\London, explained, “We said what we said—and now we’re saying it even louder. This campaign builds on last year’s success but keeps the tone fresh, irreverent, and unmistakably Jaffa. If anyone’s still confused, these arrows will settle it once and for all.”
McVitie’s has embraced a multi-channel approach, rolling out the campaign across OOH, digital OOH (DOOH), social media, and other digital platforms. The objective: to reignite public conversation while firmly stating the brand’s case with playful defiance.
James King, Marketing Director for McVitie’s Jaffa Cakes at pladis UK&I, summed it up: “We’ve had fun with this debate, but now it’s impossible to ignore. This is Jaffa Cakes at their boldest—clear, cheeky, and unapologetic. People love debating what Jaffa Cakes are, and we love being part of that conversation.”
As McVitie’s turns up the volume on its messaging, one thing is certain: in the world of British snacks, the Jaffa Cake remains a cake—officially and unapologetically.
