Once an icon of the British snack aisle, Jaffa Cakes was experiencing a decline in penetration, sales, and relevance -especially among young adults who were not familiar with the brand’s heyday.

With these challenges at hand, the task was clear: reignite the brand’s fame by reasserting Jaffa Cakes’ identity in modern culture. This involved capturing the attention of an audience that values authenticity, boldness, and humor.

The McVitie’s Jaffa Cake has puzzled Brits for decades. It looks like a biscuit but has the sponge of a cake; it’s called a ‘cake,’ yet it sits proudly in the biscuit aisle. This long-standing identity debate has raged for years, splitting households and dividing the nation into biscuit loyalists and cake purists, arguably proving more polarizing than even the Brexit debate.

Traditionally, the Jaffa brand has remained neutral on the matter of its cake/biscuit identity, welcoming opinions from both sides. However, to win over young adults who found the brand less relevant, Jaffa needed to take a definitive stance and do so with a tone of voice that felt anything but safe. In a show of absolute boldness and confidence, the brand shut down the debate in unapologetic fashion, sparking an even bigger conversation across British culture.

The idea was simple but sharp: “It’s a Cake, You Biscuit!” This culturally charged campaign finally put an end to the cake/biscuit debate, confirming once and for all that Jaffas are indeed CAKES—right there on the box, bruv!