McVitie’s UK highlights, in its latest ad, that “McVitie’s Jaffa Cakes Nibbles are irresistible to nibble and impossible to describe”.

The spot, directed by Jack Clough from HunkyDory Films, features several people eating McVitie’s Jaffa Cakes Nibbles in various moments of their day and being approached by an unexpected “guest”. A young man is enjoying the Nibbles while waiting for the bus, a woman is having them as a snack, at home, a young couple are munching on them while watching a movie, in their living room, a woman is also having them as a snack while working at her desk, at home, one evening, and Joey Essex is waiting in a beauty salon about to top up his orange tan. At some point, a pygmy goat named “Nibbles” appears everywhere they turn, asking them “Whaaaaat?” whenever she sees the Jaffa Cakes Nibbles, eager to know what these nibbles really are.

The brand encourages people to share their opinion on what the new McVitie’s Jaffa Cakes Nibbles really are (is it a cake, biscuit, chocolate?) on social media, using the campaign hashtag #JaffaWhaaaaat.

The campaign, which marks the first work for McVitie’s Jaffa Cakes from the UK-based agency The&Partnership London, is set to run across multiple platforms including social media, radio and PR until 14 April 2019.