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United Biscuits set to launch marketing campaign for Jacob’s Oddities


By Ishbel Macleod, PR and social media consultant

April 24, 2013 | 2 min read

United Biscuits is set to kick off a marketing campaign to promote its Jacob’s Oddities range, following the launch of the Salt & Vinegar, Sour Cream & Chive and Ready Salted flavours earlier this year.

Launching next month, the campaign will consist of its previous TV ad being set to run for five weeks with a new end frame, as well as a new radio campaign, in-store activation and digital and social media activity.

The Jacob’s Oddities new radio campaign, which will be airing from June, features three 30-second radio adverts which each focus on different flavours.

Gerry Roads, marketing director of savoury biscuits at UBUK, commented: “Oddities has been received exceptionally well by consumers as shown by the recent Savoury Snack Product of the Year 2013 Award and the fact the brand has already achieved such a high brand value within a year of sale. As a result, Jacob’s Oddities has driven fresh, younger consumers into the category and has helped the savoury biscuits category achieve a healthy category growth of 13 per cent.

“Already a popular brand among consumers, this marketing campaign will help to take Jacob’s Oddities to another level of brand awareness, prompting new customers into the savoury biscuits aisle and increasing sales for retailers as a result.”


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