pladis ends Jaffa Cakes debate with ‘We’re A Cake! You Biscuit’ campaign

pladis is building on momentum from the recent launch of its first non-fruit addition to the Jaffa Cakes range – Cola Bottle Flavour. A new nationwide campaign aims to lay to rest once and for all the perennial debate of whether the popular snack is a cake or a biscuit.

Sparked by a renewed flurry of interest – including high profile mentions on popular TV shows including Gogglebox and Love Island, reality celebrities wading in on the argument, and fierce debate across social media – the campaign features a series of out of home (OOH) executions and social media films.

Eye-catching ads featuring the brand’s famous dark blue and orange livery are rolling out now with catch-lines 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 OOH and social media elements of the campaign aim to engage a wider audience by placing Jaffa Cakes front and centre in people's minds, reinforced by in-store treatments reminding shoppers ‘Don’t take the biscuit, grab the cake’.

“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,” said 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.”

Set to be seen by 71 per cent of all UK adults, and to generate 177 million impressions, the initiative follows the success of last year’s McVitie’s True Originals Masterbrand campaign featuring Trevor McDonald.