Jacksons of Yorkshire is embarking on its first ever TV ad campaign.
Backed by a £2m marketing budget, the campaign aims to showcase the brand’s heritage, dedication to quality ingredients, and highest standards of baking.
As the retail division of Jacksons Bakery – owned by William Jackson Food Group (WJFG) – it has become a £22m brand which is currently the fastest growing in plant bread [Nielsen data for the 12 weeks to 22 March 2025].
Jacksons is now setting its sights on accelerating that growth further by cementing its position as an accessible premium option, driving category value for retailers.
“The growth at Jacksons over the past 12 years has been impressive, but there’s still a gap in the category at that accessible premium point where Jacksons can thrive and offer a clear point of difference for retailers,” commented Helena Wright, marketing and NPD director at Jacksons Bakery.
“The elevated quality of Jacksons’ products can demand a higher price point and consumers are willing to pay extra for quality products. The ad campaign will communicate this point of difference to consumers and demonstrate our commitment to growth with retailers.”
A 30-second TV and digital spot is set to air nationwide from 19 May, along with an additional 10-second TV ad supported by social media, PR and a shopper marketing toolkit.
The creative tells the story of the head baker at Jacksons of Yorkshire, travelling the country to passionately spread the word of the bread brand. His ‘rise up’ rallying cry culminates in a final scene outside Hull City Hall, where gathered crowds celebrate his work.
“We’ve been making great quality loaves for over 100 years, at a price point that is affordable and the fact that there are no preservatives added is resonating more and more with consumers,” noted Wright. “Our Yorkshire born values are integral too. We look after our people, our bakers and our community.
“It felt only right to film our ad in our home city of Hull and involve local people on our journey from the cast and crew, to even recruiting local residents as extras in our final scene,” she added.
A second burst of ads is planned for later in the year.
Jacksons’ first ever ad campaign comes hot on the heels of its recent brand refresh. Updated packaging imagery depicts rolling Yorkshire hills with messaging including mentions of proud Yorkshire bakers and expertly crafted for generations. WJFG’s Premium sweet treat specialist Lottie Shaw’s, which WJFG acquired last year, also recently underwent a brand refresh to promote its Yorkshire heritage.
Last month, WJFG announced the appointment of a new CEO in Paul Murphy, who started his career at Reckitt Benckiser in Hull.
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