Jaffa Cakes Revives Iconic ‘Full Moon, Half Moon’ Campaign to Mark UK Solar Eclipse

McVitie's Jaffa Cakes has partnered with MG OMD and adam&eve\TBWA to mark the rare UK solar eclipse with a special print execution inspired by one of the nation's most memorable ads.

The creative reimagines the brand's iconic ‘Full Moon, Half Moon’ campaign, first aired in 1999, playfully connecting a cultural moment with a distinctive piece of Jaffa Cakes’ heritage and reminding the UK why the campaign remains so beloved.

Watch the original spot here.

With eyes turning skyward, Jaffa Cakes is bringing back a familiar brand asset in a way that feels timely, relevant and unmistakably Jaffa.

Ciaran Conway, senior brand manager, Jaffa Cakes, said, "When the conversation turns to moons, eclipses and round orange things, we'd like to think Jaffa Cakes has a role to play. Bringing back 'Full Moon, Half Moon' felt like a fun and natural way to celebrate a moment people across the UK are talking about."

Ryan Cummins, business director, MG OMD, said, “Some opportunities seem made for a brand. The solar eclipse gave Jaffa Cakes the perfect chance to revisit one of the UK's most recognisable campaigns and reconnect it with a moment already capturing the public's imagination.”

The ‘Outside Back Cover’ creative will run in the Metro on August 12.