jaffa cakesLive work made at The Romans
BRIEF:
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 UK’s authority on biscuits weighed in on the matter?
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.
But did they really think we’d let it slide?
Nah. We served them. Not cake, but a cease and desist.
They quickly rescinded, trying to avoid the full extent of our vengeance…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…
and then the internet did its thing.
The pressure finally paid off, as the not-so-innocent Biscuit Museum agreed to open an enitrely new Cake Wing specifically for the Jaffa display—settling the saga once and for all.
If you want to read more about this David and Goliath story (McVitie’s are obviously David), check out the pieces on it in Little Black Book or Campaign’s Brand Buzz
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