United Biscuits (UB), manufacturer of biscuits, snacks and cakes, has announced that it is relaunching the British savoury-snack maker Jacob's with a new £15million Crackin' advertising campaign.
The Crackin' campaign features a selection of the brand's snack products. The trio of 30-second TV adverts will be aired in the UK throughout the year, launching with Jacob's Cream Crackers and Jacob's Mini Cheddars. The third spot, launching in April, features Jacob's Cracker Crisps.
Renowned director Gary Freedman worked on bringing the Jacob's packs to life through the magic of puppetry, as opposed to CGI, to make it more engaging for the audience.
The £15 million campaign is being supported by the savoury-snack maker's biggest ever multimedia campaign.
Speaking on the new campaign, 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."
He continued, “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, uses the same recipe and baking techniques as when first made in 1885.
According to UB, nine out of 10 British households purchased savoury biscuits in 2015, and seven out of 10 purchased a Jacob's product.
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