McVitie's Jaffa Cakes Original Jaffa Jonuts Biscuits 4 Pack

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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”. 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. In February, the brand launched a new platform to play off this history: ‘Be what you want to be’. The Jonut launch was designed to build further on that proposition, and the response from consumers has been “really positive”, Babb says. Source: United Biscuits/Pladis

McVitie’s brand director, Emma Stowers, said: “We love hearing debate about our Jaffa Cakes, and the launch of our Jaffa Jonuts is sure to spark further conversation. Babb says: “One of the things that we found really important when we were doing the creative was that we got the right tone and the playful tonality coming through. We’re excited to offer a new twist to our fans, as the fusion between Jaffa Cakes and doughnuts brings an exciting and original taste experience to those who love a treat.” Read More Related Articles 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. Longer term, Kantar expects that while product experience will be key to sustaining sales, the ad has strong potential to contribute towards longer-term success for the brand.The original and much-loved Jaffa Cake consists of a springy sponge base topped with orange flavoured filling similar to jelly and a layer of patterned dark chocolate. For its Jaffa Jonut avatar, its shape has changed from regular mounded biscuit to doughnut shaped ring. The biscuit bosses say their new creation is sure to 'spark further conversation' as the biscuit or cake debate continues.

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. In a press statement, the agency wrote: “Jaffa Cake Jonuts are the delicious love child of a Jaffa Cake and a donut, further proof of the Jaffa Cakes brand position of ‘Be what you want to be’ – after all, if a Jaffa Cake now wants to be a Jonut, who would want to stand in its way? It follows Jaffa Cake bars and mini rolls as well as flavour variations of pineapple, cherry and passion fruit alongside the original orange. 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. 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!⁣"Clues on the sculpture’s location will be available on Jaffa Cakes social media channels to give Jaffanatics the chance of getting their hands on their free Jonuts The latest variation of the 94-year-old British classic - a Jonut - is a doughnut-shaped ring of sponge with the staple orange-flavoured filling and a dark chocolate coating. Billed as the love child between a Jaffa Cake and a donut, the Frankensteinian confection marks the most ambitious move yet by the McVitie’s brand to cater for an evolving market with an expanded product line including its Nibbles range. They're joining the growing Jaffa family alongside the Orange, Pineapple, Cherry and Passion Fruit JaffaCakes flavours not to mention Jaffa Cake Bars and those tasty Jaffa Mini Rolls. 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!

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. Emma Stowers, Brand Director for McVitie's at pladis UK&I, said in the press release: "We love hearing Jaffanatics debate about our Jaffa Cakes, and the launch of our Jaffa Jonuts is sure to spark further conversation! We’re excited to offer a new twist to our fans, as the fusion between Jaffa Cakes and doughnuts brings an exciting and original taste experience to those who love a treat." Unwanted Food or Drink Products - Once supply conditions are broken, there are a number of factors outside of our control that can affect the quality of a product. Therefore perishable goods such as food and drink cannot be returned. We wanted to just hero and dramatise the product,” Babb says. “[OOH] allowed us to be very single minded and very visually driven, to drive the visual appeal and those brand assets.”

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In fact, the Jaffa Jonuts campaign is September’s most creatively effective out-of-home (OOH) ad, according to Kantar, thanks to its potential to drive both long- and short-term business impact. 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.