Client: McVitie's
Date: Mar 2019
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McVitie’s, makers of Jaffa Cakes, has introduced a goat character to promote its new Jaffa Cakes Nibbles. ‘Jaffa Whaaaaat?’ stars TV personality Joey Essex and Nibbles the Goat.

The integrated campaign sees McVitie’s pleading with Jaffa fans to help describe the new McVitie’s Jaffa Cakes Nibbles, after the brand confessed it had no idea what it had created.

In the 37-second film, Jaffa Cakes lovers are seen enjoying their McVitie’s Jaffa Cakes Nibbles in different moments – relaxing, working and commuting – before the star of the show, a pygmy goat named ‘Nibbles’, appears everywhere they turn, like a scene from a horror film, but with a persistent goat.

Essex, who aptly portrays McVitie’s Jaffa Cakes playful and cheeky brand personality, is seen waiting in a beauty salon about to top up his orange tan while enjoying McVitie’s Jaffa Cakes Nibbles, when out comes the curious goat from inside the tanning booth staring him down. Sharing his confusion, Essex asks in his typical fashion “What are you saying?”

The hero film was directed by Jack Clough from HunkyDory Films, best known for directing People Just Do Nothing.

The brand also encourages fans to share their own ludicrous descriptions on social media, using the campaign hashtag #JaffaWhaaaaat. It will run across multiple platforms including social media, radio and PR through 14 April.



Sarah Golding

Executive creative director

Micky Tudor

Managing Director

Sarah Clark

Creative director

Alec Braun


Adam Jackson

Ted Price

Head of art

Marc Donaldson


Jason Smith

Richard Forder

Senior visualizers

Rob Swainson

Charlie Townsend

Creative Producer

Lucy Avent-Wells

Planning Director

David Adamson

Senior Planner

Claire Carmichael

Head of film

Charles Crisp


Emily Hendrey

Account director

Freddie Eaves

Account manager

Nikita Spice

Production company

Hunky Dory


Stephen Pleśniak


Jack Clough

Offline editing

Charlie Hawksworth

Post-production / Visual FX

Scramble & Cheat (Grade)


Barny Wright


James @ Scramble