The brief:

Create a social first campaign for a biscuit of your choice.​

 

The aim:

Generating conversations amongst people IRL and online, debating about the rightful consumption of Jaffa Cakes.

 

Concept:

The chocolate on a Jaffa Cake is actually the bottom?!

Create a light hearted debate on social media around the announcement that the chocolate side is the bottom of Jaffa cake. The campaign looks for people to support or challenge this announcement and vote for the right way to eat a Jaffa cake - generating earned reach in the process and by voting on the matter definitively decide the 'correct way' .