Pladis is launching a new advertising campaign for its McVitie’s Jaffa Cakes brand.

The ‘Be What You Want To Be’ campaign will see the popular brand advertised on TV for the first time since 2006. It includes a TV advert that will launch on today’s (26 February) episode of Channel 4 programme Gogglebox, and will run for five weeks.

Pladis has invested £4.7m in consumer-facing activity to promote Jaffa Cakes, as it terms 2021 “the Year of the Jaffa Cake”. The supplier has already launched two new Jaffa Cakes flavours this year, Cherry and Passionfruit. Alongside Original and Pineapple, the brand now has four flavours, with Pladis valuing it at £65.1m.

Pladis launches two new McVitie’s Jaffa Cakes flavours

It is supplementing the TV ad with further social media and influencer content, and an AR digital experience.

The TV advert centres around the idea that Jaffa Cakes flout convention by being found in the biscuit aisle, and can in turn remind people that they can be anything they want to be.

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“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,” says Emma Stowers, Brand Director for McVitie’s at Pladis UK and Ireland.

“There really is no better time for retailers to get behind McVitie’s Jaffa Cakes than when exposure is going to be at an all-time high. Our goal is to help retailers drive sales by creating a big buzz around this iconic brand and we’re really excited to be kicking it all off with our fun and uplifting TV creative when it launches this week.”

Stowers added that Pladis would look to launch seasonal products and out-of-home lines for the brand over the coming months.

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