Boost for Bites
a major advertising and promotional campaign in 2003, with the
company setting aside £4.5 million to help push the brand into the
top spot in the cracker and cripsbread category.
Jacob's, the UK-based biscuit and cracker group, is to spend £4.5 million (€6.9m) on a major new advertising campaign for its Thai Bites snacks brand.
A new TV advertising campaign will run alongside nationwide sampling activity targeting 3 million consumers via outdoor events and major retail outlets. The aim is to increase market penetration and maximise visibility for the rapidly growing brand.
Jacob's has already run a successful TV campaign under the strapline 'Authentic Thai with a British Accent', and the new campaign will continue this theme, running for eight weeks in the spring and summer.
The company's expectations are high following excellent results generated from last year's four week TV campaign: sales rose by 20 per cent and over three million households were prompted to purchase Thai Bites, according to Jacob's.
Since their launch in October 2001, Jacob's Thai Bites brand has enjoyed exponential growth, garnering a 17 per cent share of the total rice cakes market and now valued at £10.5 million.
"Thai Bites is one of our key brands, so targeted marketing activity is central to achieving our overall objective of widespread market penetration," said Nathan King, Jacob's Thai Bites brand manager. "The performance of Thai Bites has already surpassed even our highest predictions, but there is still potential for growth.
"Initial research shows their light and tasty texture appeals to the 25-34 age group and they have a higher than average repeat purchase rate - we aim to capitalise on this position. Our objective now is to establish Thai Bites as a leader in the crackers and crispbreads category by raising awareness, stimulating trial and encouraging brand loyalty."
Thai Bites are available in Sweet Herb, Lightly Salted, Oriental Spice and Seaweed flavours. All are available in 25g bags and 100g trays.
