jaffa cakesBRIEF:
Are Jaffa Cakes a biscuit or a cake? Well, legally they’re a cake, but there are still those who disagree. For 2025, McVities wanted to reignite this age-old debate so they could step in and show once and for all that they’re a goddamn cake!
RESPONSE:
What if the authority on biscuits weighed in on the matter?
Live work made at The Romans
Creatives: Jodie Trussler and me
Creative Director: Dan Roberts
McVitie’s v. Biscuits
On June 30, 2025, the UK’s only Biscuit Museum sent shockwaves throughout the nation by introducing a Jaffa Cakes exhibit. This was done ENTIRELY ON THEIR OWN ACCORD.
and then the internet did its thing.
They quickly rescinded, trying to avoid the full extent of our vengeance…
But not before the media got hold of the story, where it was covered in major publications like the Daily Mail, Guardian, and HuffPost,
on the TV and radio…
So, what’s the next chapter in this saga?
Phase 2, “The Cake Wing”, coming soon…
But did they really think we’d let it slide?
Nah. We served them. Not cake, but a cease and desist.
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