Joey Essex Stars in Jaffa Cakes Ad Campaign

British reality star Joey Essex stars in Jaffa Cakes’s latest campaign, Jaffa Whaaaaat?, promoting McVitie’s new Jaffa Cakes Nibbles.

Joey Essex for Jaffa Cakes

McVitie’s has unveiled an advertising campaign for its new Jaffa Cakes Nibbles product, ‘Jaffa Whaaaaat?’, featuring TV personality Joey Essex.

The 37-second creative shows a range of people eating McVitie’s Jaffa Cakes Nibbles in different moments before a pygmy goat named ‘Nibbles’ appears everywhere they turn.


The reality star took to social media to share the campaign, posting, “These new McVitie’s Jaffa Cakes Nibbles are irresistible but impossible to describe. They’re a bit like an orange jumped off a chocolate waterfall in the jungle and dried off in the Jaffa orange sun!! What are YOU sayin’? #JaffaWhaaaaat @jaffacakesofficial.”

Emma Stowers, brand director for McVitie’s at Pladis UK & Ireland, explained, “Whilst we made the new McVitie’s Jaffa Cakes Nibbles irresistible to nibble, they’re totally impossible to describe and we’re slightly stumped. We’re asking the nation to unleash their playful, cheeky side and help us describe them in their own unique way. We’re very excited to launch this fun, playful campaign which truly reflects the McVitie’s Jaffa Cakes brand personality and allows us to engage with its fans.”

The ad campaign is designed to spark debate around whether McVitie’s Jaffa Cakes Nibbles are a cake, biscuit or chocolate.

The activity will be supported on social media by asking consumers to describe Jaffa Cakes Nibbles using the hashtag #JaffaWhaaaaat. The campaign will run across all platforms, including radio and PR, until 14 April.

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