Pladis unveils new TV creative for McVitie’s Jaffa Cakes brand

pladis, the global snacking company behind some of the UK’s most loved and iconic brands, has announced the launch of a new campaign and accompanying TV creative for its £65.1 million McVitie’s Jaffa Cakes brand – which will encourage consumers to ‘Be what they want to be’. The household favourite will be on the nation’s TV screens as a solus brand for the first time since 2006.

Hitting screens during Channel 4’s Gogglebox on Friday 26 February and running for 5 weeks, the campaign will be amplified via social media partnerships, a new AR digital experience, PR and influencer content. This forms as part of a wider initiative to propel the McVitie’s Jaffa Cakes brand forward throughout 2021 – where a total investment of £4.7 million in consumer-facing activity of has been committed as part of ‘the Year of Jaffa Cakes’.

“The launch of the ’Be What You Want To Be’ platform marks the start of a very exciting year for McVitie’s Jaffa Cakes, where we are going to be bringing our big ambitions for the brand to life,” says Emma Stowers, brand director for McVitie’s at pladis UK&I. 

“The campaign will be shining a spotlight on the original McVitie’s Jaffa Cakes consumers already know and love, plus, we have a very exciting innovation programme planned for the year which will see the brand command consumer attention like never before. This covers seasonal products, as well out of home NPD, and we can’t wait to launch these products over the coming months.”

McVitie’s Jaffa Cakes 2021 NPD launches commenced at the very start of the year, with the introduction of McVitie’s Jaffa Cakes flavours NPD. Cherry and Passion Fruit flavours joined the original and Pineapple flavours to bring the brand’s core range up to a four-strong proposition. 

“There really is no better time for retailers to get behind McVitie’s Jaffa Cakes than when exposure is going to be at an all-time high. Our goal is to help retailers drive sales by creating a big buzz around this iconic brand and we’re really excited to be kicking it all off with our fun and uplifting TV creative when it launches this week.”

The ‘Be What You Want To Be’ platform, created by TBWA\London, is centred around the idea that McVitie’s Jaffa Cakes – a cake – flouts conventions with its home in the biscuit aisle. This is bought to life through the characters in the campaign who are inspired by the realisation that McVitie’s Jaffa Cakes are proof that we can all be anything we want to be. In the TVC a shopkeeper decides to realise his own dream of becoming the ‘king of the roller palace’ when, after taking a bite of a McVitie’s Jaffa Cakes, the shop he’s standing in suddenly transforms into a roller disco. It ends with the strapline: ‘Be What You Want To Be’.