What has been your best move over the past year?

Our best move of the year has got to be the launch of McVitie’s Jaffa Jonuts. It’s the first time we’ve taken all of the amazing things that make Jaffa Cakes Jaffa Cakes and fused all of that DNA into a brand new format. So, we’ve taken the original Jaffa Cake and fused it with a donut.

And it’s actually the brand’s biggest ever format innovation. So, it’s a really significant step in the brand’s evolution, to make us even more relevant in even more consumption moments throughout the day.

It has actually been really successful as well. It has brought in a ream of new customers and the addition of the single pack format means that the brand is now relevant even to on-the-go shoppers as well. The immediate popularity that we’ve seen since the launch back in May has meant that we’ve generated over £4m-worth of sales and we’re really excited to see how big we can make that in the coming months with even more distribution.

Next year marks the 95th anniversary of McVitie’s Jaffa Cakes, so bringing something genuinely innovative to the category and adding so much incremental to the iconic brand feels like a massive achievement.

What would you have done differently?

It’s clear that consumer behaviour and the way shoppers engage with brands has changed considerably over the last 18 months. With the gift of hindsight, I think we’d have placed even more of a focus on our digital and social platforms and really ramped up activity to get Jaffa Cakes in front of even more consumers - particularly young adults where there’s a real opportunity for growth in the biscuits category and the Jaffa Cakes brand.

I think we’ve only really scratched the surface on social. The brand’s already got a really good following, but we can build on that. Digital activation is going to continue to play a huge role in helping brands connect with consumers and, moving forward, we’ll definitely look to accelerate this and make expanding Jaffa Cakes’ already strong digital and social presence an even bigger focus.

What’s the plan for the year ahead?

Expanding our ‘Be What You Want To Be’ campaign platform will be a big focus for the year ahead. Launching the new campaign in 2021 helped us re-engage our Jaffanatics by capturing the fun, playful essence of the Jaffa Cakes brand. We were able to play on the age-old biscuit or cake question that continues to puzzle consumers. And it’s a debate that we’ve built into through the launch of Jaffa Jonuts, our biscuit/donut hybrid.

Over the next year, we really want to build on the foundations of what we’ve set up with ‘Be What You Want To Be’. Jonuts have helped bring the brand into an even more playful innovation space and allowed us to put Jaffa Cakes into even more occasions for consumers. 

We’re going to continue to focus on building momentum with the brand and making it even more relevant to even more consumers during even more snacking occasions. We’ll also be looking to find new ways of reaching consumers, whether that’s through innovative shopper marketing or fun, quirky digital and social campaigns.

But, in the meantime, get out and enjoy our amazing new Jaffa Jonuts!