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 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! 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”.

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. 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. 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. 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.

How you can get your hands on the Jaffa Jonut

Deason explains: “The ad is playing its role in building salience for the brand and primarily a sense of differentiation, while also building warmth towards the brand and a feeling that it meets needs.” Navigating HFSS restrictions Each execution centres around an enormous image of the Jonut itself, with the Jaffa Jonut’s logo in the bottom right corner.

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. 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.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 To celebrate their recently launched Jaffa Jonuts ®– a delicious fusion of Jaffa Cakes and doughnuts – McVitie’s ® is giving away thousands of the new treats for those that spot their giant Jonut sculpture which will be hidden in three UK cities 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. 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. For reasons of hygiene and safety, personal grooming products, cosmetics or items of intimate clothing cannot be returned.

We didn’t want to overcomplicate things. The product itself is what people are most engaged with. So we wanted to keep it really simple, and really hero the product and the distinctive brand assets that we’re building with the brand,” she explains. That meant utilising the brand’s iconic blue and orange colouring, “dramatising” the product to drive appeal and intrigue, and being “playful” with the way it was brought to life through copy.

Disclaimer

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.