Goat queries Jaffa Cakes eaters, including Joey Essex, in Nibbles promo

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.

The goat seeks to find out what the McVitie’s Jaffa Cakes Nibbles really are, and she is not afraid to show her confusion, yelling an infectious “Whaaaaat?” sound whenever she sees them, whether that’s on a sidewalk, in a couple’s living room, or in a kitchen cabinet.

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.

Emma Stowers, brand director for McVitie’s at pladis UK&I, said: “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 campaign film was produced by The&Partnership London and is the first campaign for McVitie’s Jaffa Cakes from the UK-based agency.

Micky Tudor, The&Partnership London executive creative director, said: “We wanted to be mischievous, to provoke some Great British Biscuit Banter with this new McVitie’s creation. Using tongue in cheek messaging, we have asked the public if they think that McVitie’s Jaffa Cakes Nibbles are 'zesty, orangey, chocolatey balls or sumptuous, sweet, spongetastic spheres?'."

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