Jaffa Cakes revived growth by reigniting its cake-or-biscuit debate with younger audiences.
By 2024 Jaffa Cakes had fallen into a spiral of decline, losing relevance, sales, and distribution. To rebuild market share, the brand set out to create buzz by humorously reigniting debate over whether the product was a cake or a biscuit
This case argues that through a provocative, participation-led campaign, Jaffa Cakes restored salience and demand among a new generation, increasing sales, rate of sale, and share. It is estimated that the campaign delivered £26.4m in incremental revenue and a revenue ROI of £5.16 per £1 invested. Additional evidence is presented that gains in distribution were due to the brand’s advertising-led growth rather than commercial negotiations with retailers.