Jacob’s relaunches brand with new £15m Crackin’ creative campaign – its biggest in more than 10 years
- Jacob’s invests £15m in new creative campaign to re-launch brand in 2016
- Award-winning director Gary Freedman draws on the magic of musical duets to bring brand to life for consumers
- New ad campaign brings the joy of music and snacks together
19th February 2016 – United Biscuits (UB), a leading international manufacturer of biscuits, snacks and cakes, has today announced that British savoury-snack maker Jacob’s has cast its favourite crackers as the stars of its new £15million Crackin’ advertising campaign. The campaign, which hits consumers’ televisions today, Thursday 18th February, 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’.
The trio of 30-second TV adverts will be aired throughout the year, launching with long-standing favourites Jacob’s Cream Crackers and Jacob’s Mini Cheddars, where the product will come to life singing and dancing in a Crackin’ duet. The third spot will launch in April, in which the Crackin’ feeling will take the form of an epic lip sync battle 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 protagonist 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: “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.
“Starting with Jacob’s Cream Crackers and Jacob’s Mini Cheddars, it’s a very exciting year ahead for us as a brand and United Biscuits – we can’t wait to build on our previous years of growth and deliver more fun and joy to consumers with our new Crackin’ campaign.”
Jacob’s Cream Crackers, made by UB, have been, and remain, the classic number one cracker brand using the same recipe and special baking techniques as when first made in 1885. Nine out of 10 British households purchased savoury biscuits in 2015, and seven out of 10 purchase a Jacob’s product.
The first 30-second Jacob’s Cream Crackers advert will air on 18th February which will run through to 20th March. The new Jacob’s Mini Cheddars advert will then premiere on 25thFebruary. The £15million 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.
To view the ads visit:
For more information contact 3 Monkeys Communications:
Tel: +44 (0) 20 7009 3100
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