United Biscuits has begun airing a new television advertisement for its line of Jacob’s Cracker Crisps, as part of a wider £15m marketing investment – the brand’s largest in more than ten years.
The new advert debuted in the UK this month and forms part of a series of adverts for Jacob’s latest product. The creative campaign features some of the brand’s hero products lip syncing and dancing along with the characters in the adverts, reflecting an experience that the campaign has called Crackin’. Part of the brand’s overall relaunch, it is the third creative in a series that previously included spots for Jacob’s Cream Crackers and Mini Cheddars.
United Biscuits savoury biscuits marketing director Ted Linehan said: “We have had a great response to our Jacob’s Cream Crackers and Jacob’s Mini Cheddars TV adverts so far, and hope our third new ad this year for Jacob’s Cracker Crisps is as well received – building on the success since launch for the product, with nearly £12m sales achieved to date in less than a year, and it quickly becoming a favourite within our savoury portfolio. We can’t wait to continue this success in 2016, and deliver more fun to consumers throughout the year from Jacob’s.”
The £15million Crackin’ campaign is being supported by the savoury snack maker’s biggest ever multimedia campaign, with in-store, PR, social and digital activity, including launching Jacob’s on Facebook for the first time ever, as well as relaunching the brand’s Twitter channel with the hashtag #Crackin.
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