pladis

The Cake Wing

Brief

  • London
  • Consumer

Reigniting the cake vs biscuit debate in culture.

Idea

Overnight, the UK’s #1 biscuit museum announced its latest exhibition - Jaffa Cakes. Afterall, we’re in the biscuit aisle - so we must be a cake, right? WRONG!

The announcement flooded socials before a hilarious ‘cease and desist’ style letter was sent to the museum’s curators, by McVitie’s.

We turned the light-hearted reaction into national headlines, before the campaign culminated with the unveiling of the museum’s new Cake Wing - sponsored by McVitie’s Jaffa Cakes. The results speak for themselves.

131
pieces of coverage
45k
social engagements
17%
uplift in sales
Nespresso

Vertuo World