Jacob’s launches new Cracker Crisps ad as part of £15m Crackin’ creative campaign
- Epic lip sync duet in ad continues to bring the joy of music and snacks together
- New ad is third instalment of £15m creative campaign to re-launch Jacob’s brand in 2016
- Award-winning director Gary Freedman draws on the magic of musical duets to bring brand to life for consumers
20 April 2016 – United Biscuits (UB), a leading international manufacturer of biscuits, snacks and cakes, has today announced that British savoury-snack maker Jacob’s has launched a brand new TV advert, the third in the series which stars the brand’s latest product, Cracker Crisps.
The new ad hit consumers’ televisions this week on Monday 18th April, and is part of Jacob’s £15million Crackin’ brand re-launch. The creative campaign features some of the brand’s hero products lip syncing and dancing with the protagonists – bringing to life the feeling of physical and emotional uplift that comes from eating Jacob’s snacks – a feeling the campaign calls Crackin’.
Following launching with long-standing favourites Jacob’s Cream Crackers and Jacob’s Mini Cheddars in February, the third spot for Jacob’s Cracker Crisps launches this week, where the Crackin’ feeling takes the form of an epic lip sync duet between a group of bridesmaids and a bag of Jacob’s Cracker Crisps.
World renowned director, Gary Freedman, worked on bringing the Jacob’s packs to life through the magic of puppetry, as opposed to CGI, making it more engaging for the audience. This way the duet between group of protagonists and pack felt more real so the actors could engage with the packs directly. This is alongside the musical duet at the core of the ad, serving as the vehicle for bringing the emotional, satisfying element of the Jacob’s Crackin’ rebrand to the forefront.
UB 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 new Jacob’s Cracker Crisps ad will be aired during peak spots in Coronation Street on ITV1 and First Dates and Alan Carr Chatty Man on C4.
The £15million Crackin’ campaign is being supported by the savoury-snack maker’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.
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About United Biscuits
United Biscuits (UB) is a leading international biscuit manufacturer whose baking heritage goes back generations, with many recipes passed down since the 1800s. UB bakes some of the best loved sweet and savoury biscuits and cakes that are household names in their respective markets; supported by a strong culture of innovation to continually develop snack brands. Among UB’s popular brand names are McVitie’s, Penguin, go ahead!, McVitie’s Jaffa Cakes, Jacob’s, Jacob’s Cream Crackers, Twiglets, Mini Cheddars and Carr’s in the UK, BN, Delacre, Verkade and Sultana in Continental Europe and Haansbro in Nigeria.
As the leading manufacturer and marketer of biscuits in the UK and second largest in the Netherlands, France, Belgium and Ireland, the company owns and operates 16 manufacturing facilities, of which seven are in the UK and has a strong footprint for growth, with products sold in over 130 countries.
UB is owned by Yildiz Holding – Owner of the master brands Ülker, McVitie’s and Godiva, Yildiz is a global, snacking focused food company with over 320 brands in 49 different categories. With 77 factories in 14 countries, the company exports to 100+ countries and operates in a geography housing around 4 billion people. Yildiz is the world’s 3rd largest biscuits company and employs 50,000 people around the world. https://english.yildizholding.com.tr/