Jacksons of Yorkshire Creativity campaign

Source: Jacksons of Yorkshire

Jacksons of Yorkshire has launched its ‘Feeding Creativity’ campaign to help support creative arts activities.

Run in partnership with UK charity Create, the campaign will see a total of three million promotional bread loaves sold by retailers until the end of November.

By scanning a QR code printed on the packaging of their purchased loaf, customers can complete an online form with contact details and bread batch number, plus a nominated local school. They will then be entered for the chance to win prizes including an art-themed family trip to London, art packs for their school and more.

Four bloomer varieties (each priced at £1.75) are being used in the campaign, including soft white, multiseed, super seeded, and multigrain. They are available at Waitrose, Asda, Tesco, Morrisons, Sainsbury’s, Booths, Co-op, Costcutter, and Nisa, as well as via online delivery firms Ocada and Milk & More.

Jacksons is also sponsoring a series of workshops run by Create, supporting young people facing challenges during the school holidays.

The marketing campaign is said to be Jacksons’ largest since the brand launched in 2012, and features promotional activities via PR, social media, influencer relations and experiential roadshows across the summer.

Jacksons is part of the William Jackson Food Group, a family business established in 1851 which has been baking bread on the same site in Hull since 1907. The bakery was a finalist in the Manufacturer of the Year category at the 2022 Baking Industry Awards.

In January, the group reported sales growth of more than a third (35.2%) in its 2022 results, with turnover up from £226.3m to £305.9m. Growth had been supported by a contract won in 2021 to supply own-label products including an 800g toastie loaf and a white & bran loaf to Co-op stores across the UK, noted the company.

Jacksons said it prided itself on playing its part in the local community, specifically focussing on areas of food poverty and food education. In the past 12 months, around 50,000 loaves have been donated to school breakfast clubs and foodbanks in Hull, while Jacksons colleagues have also completed more than 160 days of volunteering.

Create, meanwhile, partners with local community organisations to run high-quality creative projects for vulnerable children and adults. Spanning 16 different artforms, these projects are led by professional artists who deliver visual arts to filmmaking, jewellery-making to music, and most recently, circus arts.

“2023 marks Create’s 20th anniversary, and what better way to celebrate than to partner with a household brand to raise awareness of our work on a national scale,” said Create CEO Nicky Goulder about the Jacksons campaign.