On air in early September, the TV advert will be fronted by UK celebrity Alan Titchmarsh. The ad focuses on an unidentifiable person creating a food ‘garden’, pruning and planting its contents on their cream cracker, with Alan finally being revealed to take a bite out of his creation.
A voiceover emphasises how Jacob’s Cream Crackers are made with simple ingredients such as flour and yeast and that there are no artificial additives. The advert will also highlight the individuality of Jacob’s Cream Crackers and how consumers use their choice of toppings to reflect their own personality.
Sales of the Jacob’s brand are currently worth £50m, with Jacob’s Cream Crackers growing by 14% year on year. Earlier in 2009, the range – which includes Cream Crackers, Lights and High Fibre – underwent a 30% reduction in saturated fat and became the first crackers in the UK to have their saturated fat levels reduced.
George Johnston, brand director for savoury biscuits, UBUK, said: “Jacob’s Cream Crackers are a long-established favourite with UK consumers, and the new ad highlights the brand’s inherent simple goodness, baking heritage and relevance as a convenient, tasty snack for today’s lifestyles. Jacob’s continues to innovate, particularly with the saturated fat reduction and the launch of new Snack Packs. The Crackers and Crispbread segment, which is worth £255m, continues to grow significantly at 7%.”
Source: United Biscuits
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