For years, people have debated whether or not it’s a cake or a biscuit but in a new campaign Jaffa Cakes is finally putting the argument to bed saying: ‘It’s a cake, you biscuit’.

The new campaign from TBWA\London gives McVitie’s the final word on the UK’s famous cultural debate, holding firm on the stance that a Jaffa Cake is indeed a cake.

Made up of out-of-home executions and social films the campaign sees McVitie’s weigh-in on the debate and gently poke fun at audiences that land on the side of biscuit. OOH and social features slogans such as ‘We’re a cake, you biscuit’, ‘Say ‘biscuit’ one more time, we dare you,’ and “Clue’s on the box, bruv,” with an arrow pointing directly to the pack that states "Cakes".

A key out-of-home execution sees the brand maximise on creative media with a two-part billboard. The first states ‘Stand here if you think it’s a cake’ while the other reads: "Stand here if you’re an idiot."

The creative concept is also brought to life with humour in social films. At first, the social films appear to be the same as any other conventional food ad with enticing product shots of the Jaffa Cake, highlighting its spongy base, chocolate coating and orange centre. However, this is soon interrupted by a buzzer, putting a stop to the moment of indulgence to settle the cake vs. biscuit debate. Playing on the famous Pulp Fiction quote, a line reads: “Say ‘biscuit’ one more time, we dare you.” A voiceover adds: ”We’re a cake, you biscuit.” The Jaffa Cakes logo is also annotated with several scribbles pointing the audience's attention toward the word ‘cakes.’

Taking a hard stance on settling the cultural debate rather than stoking the fires of conversation sets Jaffa Cake apart and challenges category norms.

“Jaffa weren’t about to follow the familiar tropes of those brands who ask; “Are you a Lover Or a Hater? - A Scruncher or A Folder? - Crisp in or Crisp out?” Jaffa’s aren’t playing anybody else’s game by asking consumers to decide - Jaffa know exactly what they are - they’re Jaffa CAKES - Nuff Said.” says Paul Jordan ECD at TBWA\London.

With humour and confidence, McVitie’s acknowledges Jaffa Cake’s place within popular culture and flips it on its head. While the debate may be settled once and for all, the campaign ensures that the conversation is far from over.