McVitie's Jaffa Cakes Original Jaffa Jonuts Biscuits 4 Pack

Product Information

With new TV and digital advertising restrictions on high fat, salt and sugar (HFSS) foods looming, the Jonuts campaign is also a “great example” of how brands affected by the regulations can continue to launch new innovations elsewhere, Kantar’s Deason adds.

For reasons of hygiene and safety, personal grooming products, cosmetics or items of intimate clothing cannot be returned. The aim of the launch ad campaign was therefore primarily around building awareness and appeal to drive product trial. Produced in association with Marketing Week and the Advertising Association’s Trust Working Group, ‘The Works’ study asked 750 consumers what they thought of five of September’s top outdoor ads – 150 consumers per advert. 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.

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.’” 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 biscuit bosses say their new creation is sure to 'spark further conversation' as the biscuit or cake debate continues. 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. 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

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. Meanwhile, B&M is now selling mint cookie and caramel stuffed KitKats - and they sound perfect for chocolate fans. 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”. 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!⁣"McVitie’s will be giving away thousands of Jaffa Jonuts as part of their new ‘Giant Jaffa Jonut Hunt’. Brands that experiment now and master how to use other channels effectively in a way that is coherent with the brand’s essence and reaches and resonates with key audiences will gain competitive advantage,” she says. 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. 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."

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.” 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.

Navigating HFSS restrictions

Biscuit, cake or… doughnut? Merging a Jaffa Cake and a doughnut is a food combination nobody asked for, but many have been tempted to try after seeing the brand’s outdoor advertising campaign. The Jaffa Jonut is the latest addition to the McVitie’s family and is a hybrid treat that sees the original Jaffa Cake being given a doughnutty twist.