McVitie's Jaffa Cakes Original Jaffa Jonuts Biscuits 4 Pack

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For some time we haven’t had a significant breakthrough in innovation on the brand. So we really wanted to bring something new to market that was going to excite fanatics but also help us tap into new occasions in these spaces,” she says. While Jaffa Cakes are eaten broadly across the day, Jonuts are more targeted at evening occasions and lunchtime treat moments. The original and much-loved Jaffa Cake consists of a springy sponge base topped with orange flavoured filling similar to jelly and a layer of patterned dark chocolate. For its Jaffa Jonut avatar, its shape has changed from regular mounded biscuit to doughnut shaped ring. It follows Jaffa Cake bars and mini rolls as well as flavour variations of pineapple, cherry and passion fruit alongside the original orange.

For reasons of hygiene and safety, personal grooming products, cosmetics or items of intimate clothing cannot be returned. 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.’” 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. 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. Created 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.

Navigating HFSS restrictions

The aim of the launch ad campaign was therefore primarily around building awareness and appeal to drive product trial. 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 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

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.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. The latest variation of the 94-year-old British classic - a Jonut - is a doughnut-shaped ring of sponge with the staple orange-flavoured filling and a dark chocolate coating. The biscuit bosses say their new creation is sure to 'spark further conversation' as the biscuit or cake debate continues.

In need of some positivity? Get delicious recipe ideas, uplifting lifestyle news, and fashion and beauty tips. Make the most of your time at home and enjoy Good Housekeeping delivered directly to your door every month!The Jaffa Jonut is the latest addition to the McVitie’s family and is a hybrid treat that sees the original Jaffa Cake being given a doughnutty twist. 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. 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. According to Babb, the Jonut was conceived to tap into new eating occasions and to excite “Jaffanatics”. Consumers are looking for more new ways to enjoy the brands and products they love, she says, and Jaffa Cakes didn’t want to be left behind. 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!⁣"

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.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. Babb also expects that Jaffa Cakes will use OOH more moving forward, and is hoping to build in some more creative, experiential elements as well. For example, with this campaign the brand planted giant Jonut statues in three cities across the UK.