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McVitie's Jaffa Cakes Original Jaffa Jonuts Biscuits 4 Pack

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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!⁣" 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."

In 1927, McVitie & Price introduced the Jaffa Cake, named after Jaffa oranges, containing a simple combination of sugar and tangerine oil to form the sealed layer of jam in the middle. We wanted to just hero and dramatise the product,” Babb says. “[OOH] allowed us to be very single minded and very visually driven, to drive the visual appeal and those brand assets.” 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. 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 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.This weekend is Cardiff’s turn where sweet-toothed fans of Jaffa Cake can try the orange flavoured doughnutty treat. How you can get your hands on the Jaffa Jonut 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 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”. The biscuit bosses say their new creation is sure to 'spark further conversation' as the biscuit or cake debate continues. The hybrid proposition of the doughnut works particularly well for the Jaffa Cakes brand, Babb adds, because it has been playing into the debate of whether it is a cake or a biscuit since 1991. A court case between Her Majesty’s Customers and Excise and McVitie’s ruled at the time that a Jaffa Cake was in fact a cake and could therefore avoid VAT.

It follows Jaffa Cake bars and mini rolls as well as flavour variations of pineapple, cherry and passion fruit alongside the original orange. 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.’”

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

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