Publicis has produced the new work, an extension of the "Deliciously self-centred theme, which has supported the brand for the past three years.
The theme is sustained in a new commercial by the manager of a junior football team who munches his way through a pack of Mini Jaffa Cakes in what he claims is an attempt to explain his goal-scoring tactics. His team can only sit and drool at the demonstration.
McVitie's said the idea for the latest ad was sparked by reports that Jaffa Cakes went with the England squad on their trip to compete in the World Cup.
The company claims the product's World Cup connections helped to increase sales by 28 per cent and that, with annual sales worth more than £50 million, Jaffa Cakes now has an 11 per cent share of the everyday treats sector.
Keith Courtney, the Publicis creative director who art directed the film, said: "The work marks an evolution from our first campaign, making the new ad more inclusive and building on the goodwill toward previous executions."
The commercial was written by Rob Janowski and directed by Trevor Melvin through The Paul Weiland Film Company. Media planning and buying, through Starcom Motive, is part of a strategy of increasing consumer purchase by using TV to keep the product front of mind.
McVitie's marketing director, Garry Briggs, said: "The challenge was to maintain the strength of the current Jaffa Cakes campaign, while introducing a new twist."