UB is now bringing all its savoury biscuits and baked snacks under the single ‘master brand’ of Jacob’s, including its Crackers, Crispbreads and Flatbreads, and brands such as Mini Cheddars, Oddities and Twiglets.
The campaign is part of UB’s efforts to grow the savoury biscuits category, which has significant potential in the UK. Around 18% of all biscuits eaten in the UK are savoury. While the figure has doubled in the last 15 years, it remains far below those for the US (45%) and Australia (40%).
Under the new Jacob’s master brand, the ambition is to grow its Retail Sales Value (RSV) by 20% over the next two and a half years.
The three 30-second commercials, due to be aired from 2 April, feature comedian and writer Jason Cook as Jacob the Baker, spreading a passion for wholesome, baked and tasty snacks with the strapline line ‘Snack Happy’.
The ads, created by Publicis, were inspired by the insight that people want to enjoy savoury snacks and crackers, which are baked with wholesome kitchen cupboard ingredients.
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