Be What You Want To Be

Round, flat? Chicken, egg? Reynolds, Gosling? The world is full of unanswered questions, but none quite as flummoxing as the question of whether Jaffa Cakes are in fact biscuits or cakes. And that’s exactly what our campaign for the tasty treat looked to address. But as the protagonist of our TV spot, the humble shopkeeper, found out it can be whatever you want it to be. Now if Jaffa Cakes can be both a biscuit and a cake, imagine the possibilities. That’s when ‘Be What You Want To Be’ was born.