In an effort to win over a headstrong Gen Z audience who sniff out inauthenticity from a mile away, our campaign for Jaffa Cakes declared boldly and unapologetically, exactly who and what we are: a CAKE, not biscuit!

In order to settle the long running social debate, we utilised earned media tactics and paid PR to first reignite the debate with ‘biscuit believers’ emerging to challenge the claim, before the brand stepped in to set the record straight.