Auckland Mayor Wayne Brown has officially taken the title of Auckland’s Biggest Jaffa, and he’s proud of it.

The Mayor joined Simplicity to help launch Jaffas for Good, giving a sweet send-off to one of Aotearoa’s most iconic treats.

On Wednesday, Mayor Brown and Simplicity Managing Director Sam Stubbs arrived at Auckland’s Sky Tower in a mini packed full of the last Jaffas ever made - marking the beginning of a nationwide charitable giveaway and the final journey for much-loved orange confectionery.

“Sam and I are good mates, and I’m honoured to take the title of biggest Jaffa,” says Mayor Brown. “And more than happy to be the butt of the joke for charity.”

At the heart of the Jaffas for Good initiative are the Foundation’s Christmas charity partners, who work tirelessly to support families and communities during the busiest time of the year. They’re invited to use the last-ever Jaffas in fun and creative ways - from adding a treat to a food parcel, to raffles, auctions, or even an old-school “guess the Jaffas in the jar” challenge.

“It’s a simple idea with a lot of heart,” says Sam Stubbs. “Jaffas are a little piece of Kiwi history, and turning their final chapter into something that gives back feels right. The charities supported by the Simplicity Foundation are doing extraordinary work, and if a few bright orange sweets can help raise a smile, or a few dollars, that’s a win for everyone.”

The Simplicity Foundation invited several of its Christmas charity partners, including KiwiHarvest, Fair Food and the Kindness Collective, to the launch. Each received a box of Jaffas to use in their end-of-year events and fundraising efforts.

Running throughout the rest of November and December, Jaffas for Good will see 2,500 packets of the last-ever Jaffas distributed, with the majority supporting the Foundation’s Christmas charities, and a small number available for community nominations and member giveaways across Simplicity’s channels. Watch this space!