Pladis has launched a £4.5m advertising campaign for its Jacob’s Mini Cheddars brand.
The seven-week ‘Welcome to Cheddar Town’ campaign features a new TV creative, launched on Channel 4, as well as amplification on social media. The brand will also be sponsoring ‘Friday nights in on 4’, running a series of bespoke idents from the campaign across Channel 4’s Friday night schedule for six weeks.
The TV creative depicts an animated land inspired by the Jacob’s Mini Cheddars brand colours and sunburst logo, inhabited by ‘cheesy’ animated characters who can’t resist the snacks.
The ‘Welcome to Cheddar Town’ platform will be built upon through a series of sponsorship creatives and social media assets, Pladis said.
The campaign aims to bolster the brand’s relevancy among 25- to 45-year-olds, which according to Nielsen data has already grown by 8% year on year.
“This new campaign marks the start of a huge year for Jacob’s Mini Cheddars where we’re aiming to reignite brand love by playing on the distinctive bright and fun nature of the brand with a playful new TV creative,” said Christopher Owen, marketing controller at Pladis UK&I.
“By bringing the brand to life through the characterisation of Jacob’s Mini Cheddars’ signature real-cheese flavours, we’re able to build strong quality and taste associations and land one of Jacob’s Mini Cheddars’ USPs – baked with real cheese.”
Last December, Pladis launched Mini Cheddars Sticks, ‘baton-shaped’ versions of its Mini Cheddars to tap into evening consumption occasions.
“Mini Cheddars Sticks are now also available in Co-op and Morrisons, and we’re continuing to build on the success of the launch by spotlighting them within the ‘Welcome to Cheddar Town’ campaign – just in time for the range also hitting Asda and Sainsbury’s shelves over the following weeks,” Owen added.