McVitie’s to take cakes ad campaign outdoors

McVitie’s Cake Company is backing the relaunch of its range of muffins, flapjacks and slices with an outdoor advertising push that it hopes will reinvigorate the on-the-go cake market.

Jaffa Cakes
Relaunch: Jaffa Cakes muffin

The ads for McVitie’s Chocolate HobNob Flapjack and Jaffa Cakes Muffin were created by TBWA. They go live this week and run until the end of the month.

Mike Benton, marketing controller at McVitie’s Cake Company, says: “The campaign will make the products easier to see and more appealing to consumers, helping to generate interest and drive sales.

“The reduction in saturated fat across the McVitie’s range of flapjacks demonstrates our commitment to producing the best quality products that meet consumer needs, without compromising on taste.”

The impulse cake sector is worth £24m a year, according to Nielsen.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here