McVitie's Jaffa Cakes Original Jaffa Jonuts Biscuits 4 Pack

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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. 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.

The biscuit bosses say their new creation is sure to 'spark further conversation' as the biscuit or cake debate continues. 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.’” Each execution centres around an enormous image of the Jonut itself, with the Jaffa Jonut’s logo in the bottom right corner. 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. 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.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. 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!⁣"

We didn’t want to overcomplicate things. The product itself is what people are most engaged with. So we wanted to keep it really simple, and really hero the product and the distinctive brand assets that we’re building with the brand,” she explains. This weekend is Cardiff’s turn where sweet-toothed fans of Jaffa Cake can try the orange flavoured doughnutty treat. How you can get your hands on the Jaffa JonutCreated 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. 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. For reasons of hygiene and safety, personal grooming products, cosmetics or items of intimate clothing cannot be returned. 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. 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

According to Kantar, the creative is likely to be “very powerful” in generating this short-term sales uplift. With a persuasion score in the top 15% of all UK ads and credibility in the top 25%, the ad scores in the top 20% of ads for its short-term potential. 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.

Navigating HFSS restrictions

McVitie’s are giving away thousands of free Jaffa Jonuts – the delicious new fusion between a Jaffa Cake and a doughnut – as part of the Giant Jaffa Jonut Hunt, which will take place in London, Birmingham and Cardiff over the coming weeks. 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 It was a sensible strategy to take. According to Kantar’s study, the distinctive Jaffa Cake colours and the brand’s sense of humour played an important role in making the ad immediately recognisable as part of the Jaffa family. 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 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.