Longer term, Kantar expects that while product experience will be key to sustaining sales, the ad has strong potential to contribute towards longer-term success for the brand. 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." 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. 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. McVitie’s will be giving away thousands of Jaffa Jonuts as part of their new ‘Giant Jaffa Jonut Hunt’.

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 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. 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.’” 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!Meanwhile, B&M is now selling mint cookie and caramel stuffed KitKats - and they sound perfect for chocolate fans. 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. 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.

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