Dear McVitie’s Jaffa Cakes,

Dear McVitie’s Jaffa Cakes,

Thank you for being one of those biscuits that people like to eat in their own particular and unique style – in complete disregard of parental instructions “not to play with your food”.

The paradoxes of human behaviour – mine included – never cease to amaze me.

Who would have thought that biscuits (OK, officially you’re a tax efficient cake but we all know that really you’re a biscuit) could create such deeply entrenched rituals?

When I was growing up, I used to nibble all the way round, making sure that your internal orange “frisbee” remained intact, before carefully peeling it away from the sponge base and then trying to flake away the remaining chocolate. Resulting in a floppy gelatinous orange disc that I could showcase proudly to anyone nearby.

At the time it seemed like quite an achievement.

Brands try like mad to create “ritual”.

That’s because rituals increase emotional engagement and deepen the relationship between brand and consumer. Blah blah blah.

But you’re a biscuit – OK cake – for which I had my very own ritual – and that makes my relationship with you as deep as is ever likely to be the case between human and biscuit. Which is pretty amazing.

The thought of Marketing Directors pre-fixing “Personalised” to the already challenge brief of “creating (insert Personalised) ritual for the brand” makes me smile. So thanks for that.

And thanks for making the M6 yesterday afternoon slightly less arduous.

A nice touch.

Thanks again.

Ned

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