Jaffa Cakes’ It’s a CAKE, you biscuit! campaign finally ends the nation’s cake/biscuit debate, confirming once and for all that Jaffas are indeed cakes (obviously). After all, clue’s on the box, bruv. Brought to life through OOH, social, PR and earned media, the debate raged like never before with passionate claims appearing on celebrity T-shirts, Glastonbury flags and a defaced mural. Scoring an outstanding 5.0-star rating on System1 and an 88% brand recall, the OOH charts as the most effective of any tested in the last 5 years. Celebratory cake anyone?

A series of social films spoke directly to the nation’s Cake deniers.

TikTok’s favourite scientist, Big Manny, puts the nation’s cake sceptics in their place in this confectionary chemistry lesson.

A mural in Jaffa’s spirtual home was *ahem* cruelly defaced then subsequenlty fixed.

Battle lines were drawn on a subject that everyone has an opinion on.