McVitie's Jaffa Cakes Original Jaffa Jonuts Biscuits 4 Pack

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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 They're joining the growing Jaffa family alongside the Orange, Pineapple, Cherry and Passion Fruit JaffaCakes flavours not to mention Jaffa Cake Bars and those tasty Jaffa Mini Rolls. 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.

The biscuit bosses say their new creation is sure to 'spark further conversation' as the biscuit or cake debate continues. 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

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Far from settling the debate of whether a Jaffa Cake is really a cake or biscuit, the playful minds at McVitie's have gone one step further to create something even more unique. 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.

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." 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. 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. 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.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. 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.

McVitie’s brand director, Emma Stowers, said: “We love hearing debate about our Jaffa Cakes, and the launch of our Jaffa Jonuts is sure to spark further conversation. Speaking to Marketing Week, McVitie’s Jaffa Cakes marketing manager, Sarah Babb, says “keeping it really simple” was a key focus for the team when creating the ad. Asked why McVitie’s focused on outdoor advertising for its campaign, Babb says it saw OOH as the space that was going to be “most impactful” for a campaign it wanted to be “very visual”. McVitie’s will be giving away thousands of Jaffa Jonuts as part of their new ‘Giant Jaffa Jonut Hunt’. Another participant in the study said the ad shows the Jaffa Cake brand “has a sense of humour”, which was a key aim for the team behind the creative.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

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!⁣" 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 For reasons of hygiene and safety, personal grooming products, cosmetics or items of intimate clothing cannot be returned.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. Meanwhile, B&M is now selling mint cookie and caramel stuffed KitKats - and they sound perfect for chocolate fans.