pladis celebrates ‘Year of Jaffa Cakes’ with major multi-media campaign

Global snacking company pladis has launched a new campaign for its £65.1m McVitie’s Jaffa Cakes brand, backed with TV promotion for the first time as a solus brand since 2006.

pladis said the initiative forms part of a wider push to propel the McVitie’s Jaffa Cakes brand forward throughout 2021 – where a total investment of £4.7m in consumer-facing activity 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​,” said 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 so far include the introduction of McVitie’s Jaffa Cakes flavours. Cherry and Passion Fruit flavours joined the original and Pineapple flavours to bring the brand’s core range up to a four-strong proposition.