Hot Pick

McVitie’s Jaffa Cakes defies categorisation, inviting its audience to do the same

A new ad from TBWA\London, whilst channelling the brand ethos at its heart, is a joyful reminder of the importance of a little bit of silliness.

Izzy Ashton

Deputy Editor, BITE


Jaffa Cakes

We created a new brand platform for pladis-owned McVitie’s Jaffa Cakes, which launched across TV and social media on Friday 26th February. The new brand platform was inspired by the snack’s continuing defiance of categorisation as a biscuit or a cake.

TBWA\London, London




Food & Drink

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Food Humour