The Only Way is Jaffa Cakes

Joey Essex advertising Jaffa Cakes

REALITY TV star Joey Essex has teamed up with Jaffa Cakes to share their mutual love of the colour orange.

Joey might be best known for his orange tan, but he has taken to professing his love of Jaffa Cakes Nibbles as part of the brand’s ‘Jaffa Whaaaat’ campaign.

The ad questions what precisely the new Nibbles are and sees Joey waiting in a beauty salon about to top up his tan, being confused by both the Jaffa Cakes Nibbles and the advert’s star ‘Nibbles the Goat’.

It will run across all of the brand’s social media channels, where shoppers will be encouraged to share how they would define the Nibbles.

Emma Stowers, brand director for McVitie’s at Pladis UK, 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 campaign which truly reflects the McVitie’s Jaffa Cakes brand personality.”