Client: Jaffa Cakes
Jaffa Cakes didn’t just spark the cake-versus-biscuit debate - they blew it wide open. Instead of playing it safe, the campaign did the unthinkable: it backed the wrong side. When the UK’s beloved Biscuit Museum “classified” Jaffa Cakes as a biscuit, the internet lost its collective mind. Outrage bubbled, sides were taken, and McVitie’s waded in with a legal slap down, before dramatically resolving things by building the museum a shiny new Cake Wing. The result? Wall-to-wall coverage, live TV debates, a 17% uplift in sales, and Jaffa’s biggest month in three years. Not bad for a biscuit… sorry, cake.
