Jacob’s Cracker Crisps campaign gets under way

Jacob's Cracker Crisps
The TV campaign or Jacob's Cracker Crisps has launched as part of a £15m spend for the brand this year
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The media campaign for United Biscuits’ (UB) latest product launch for savoury brand Jacob’s has kicked off as part of a £15m investment in the Masterbrand. 

The £4.25m media campaign will support Jacob’s Cracker Crisps and entails 20- and 30-second adverts featuring the Jacob the Baker character first seen in 2014.

Significant investment has been made across shopper channels through a best-in-class in-store activation programme and mass sampling campaign to drive awareness. This represents more than £6m worth of investment made by UB to support the new range. In total, the Jacob’s Masterbrand campaign will receive a total of £14m support in 2015.

Jacob’s Cracker Crisps are the flagship new product for UB this year and are available in three flavours: sea salt and balsamic vinegar; Thai sweet chilli; and sour cream and chive. They are packaged in sharing bags of 150g, with a 40g version due for launch later this year.

Ted Linehan, director of savoury brands at UB, said: “The response to our investment in the Jacob’s Masterbrand campaign has already seen spectacular results, with savoury biscuits up 7% in value year on year, ahead of the 5% market average, not least helped by growth within our core brands such as Jacob’s Cheddars (+16% in value yoy) and Jacob’s Crackers & Crispbreads (+12% yoy).

“Through Jacob’s Cracker Crisps we have used our experience with these brands, alongside targeted consumer insights, to develop a new product that delivers exceptional taste and texture, meeting evolving consumer needs in this space. This is a major launch for UB, cementing our position as the consumer go-to in shareable baked snacks.”

Ted Linehan, director of savoury brands at UB, said: “The response to our investment in the Jacob’s Masterbrand campaign has already seen spectacular results, with savoury biscuits up 7% in value year on year, ahead of the 5% market average, not least helped by growth within our core brands such as Jacob’s Cheddars (+16% in value yoy) and Jacob’s Crackers & Crispbreads (+12% yoy).

“Through Jacob’s Cracker Crisps we have used our experience with these brands, alongside targeted consumer insights, to develop a new product that delivers exceptional taste and texture, meeting evolving consumer needs in this space. This is a major launch for UB, cementing our position as the consumer go-to in shareable baked snacks.”

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