McVitie's Jaffa Cakes Original Jaffa Jonuts Biscuits 4 Pack

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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." 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. Deason explains: “The ad is playing its role in building salience for the brand and primarily a sense of differentiation, while also building warmth towards the brand and a feeling that it meets needs.” Navigating HFSS restrictions The Jaffa Jonuts campaign is a “great example” of how to succeed in this in practice, Deason says.“The ad focuses single-mindedly on bringing to life what a Jaffa Jonut is in an interesting and engaging way. The unashamed focus on the product is far from boring – it is found to be distinctive and involving.” Source: Kantar/Pladis 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.

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 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. Meanwhile, B&M is now selling mint cookie and caramel stuffed KitKats - and they sound perfect for chocolate fans.For reasons of hygiene and safety, personal grooming products, cosmetics or items of intimate clothing cannot be returned. To celebrate their recently launched Jaffa Jonuts ®– a delicious fusion of Jaffa Cakes and doughnuts – McVitie’s ® is giving away thousands of the new treats for those that spot their giant Jonut sculpture which will be hidden in three UK cities

The biscuit bosses say their new creation is sure to 'spark further conversation' as the biscuit or cake debate continues.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!⁣" 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.’” 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? McVitie’s will be giving away thousands of Jaffa Jonuts as part of their new ‘Giant Jaffa Jonut Hunt’. According to Kantar’s UK head of creative excellence, Lynne Deason, creating advertising that works with, not against the human brain is fundamental to success across all touchpoints, as the human brain is “lazy” and attention can be hard to earn.

Each execution centres around an enormous image of the Jonut itself, with the Jaffa Jonut’s logo in the bottom right corner. 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. 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. That meant utilising the brand’s iconic blue and orange colouring, “dramatising” the product to drive appeal and intrigue, and being “playful” with the way it was brought to life through copy. 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.