Jacob's relaunches brand with biggest campaign in over 10 years
United Biscuits has today (18 February) announced a £15m investment in a creative campaign to relaunch its savoury-snack brand Jacob’s in 2016. It comes as the biggest campaign in more than 10 years, and its largest ever multi-media campaign to date, with the brand set to join Facebook for the first time.
The Crackin’ campaign will see the brand’s best-loved products lip-syncing and dancing with the actors in the advert, with Jacob’s Cream Crackers and Jacob’s Mini Cheddars kicking off the campaign.
The trio of 30-second TV adverts will be aired throughout the year, and will be broadcast across televisions from today.
The third spot will launch in April, which will see Jacob's Cracker Crisps take part in a lip sync battle with a group of bridesmaids.
The brand has seen sustained success over the years, with seven out of ten households across the UK purchasing a Jacob’s product in 2015. Jacob’s gained £30m in retail sale value from its innovations last year
The £15m campaign is being supported by Jacob’s biggest ever multi-media campaign, with in-store, PR, social and digital activity, including launching Jacob’s on Facebook for the first time ever, as well as re-launching the brand’s Twitter channel with the hashtag #Crackin.
United Biscuits, which owns McVitie's, Jacob's and Go Ahead, recently announced it is adapting the emotional approach that made McVitie’s famous to reframe Jacob’s and Go Ahead for a younger generation.
UB Savoury Biscuits marketing director, Ted Linehan, said: "Jacob’s is the number one brand within the £518million savoury biscuits market, and this year we wanted to continue to fuel the category’s success with our new Crackin’ multi-media campaign.
"This new creative direction from our agency Grey conveys something we’ve never communicated before with Jacob’s – how our much loved products make people feel, and not just how they taste – built on the core insight that even the smallest of snacks can deliver big satisfaction."