Jaffa Cakes
After spotting a rogue pastime online, it sparked an idea for a social campaign. Et voila!
Jaffa Cakes spent 2024 reminding the public that they are, in fact, cakes. Despite this, a surprising number of Brits still choose to dunk them in tea - as you would a biscuit. They were even crowned the best dunkees by the BBC. And Paul Hollywood was caught in the act.
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It begged the all-important question: Are Brits cheating on their biscuits? ​Are they having a Jaffaffair?
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There’s nothing braver than sharing something that society shames you for. And with risk, comes reward.
Any courageous Jaffa-dunker who owns up to it - with evidence - will receive a DM from Jaffa Cakes, followed by a gift as unique as them.
Social video concept
We’ll capture the very moment a Jaffa-dunker admits to a Jaffaffair.
Speaking directly to the camera, they’ll reveal statements such as
‘It’s been going on for a while’
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‘It started off as a simple experiment but I soon realised it was more than that’
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‘It’s not you, it’s me’
‘I still love you’
‘Can’t I have you both?’
The viewer only finds out at the end that the speaker is actually talking about dunking Jaffa Cakes in tea, to a plate of biscuits that they once used to dunk.