Wallace and Gromit go Crackers!

Jacob's Crackers​ has signed a £4 million (€5.7m) marketing agreement with the creators of television and film characters Wallace and Gromit, making them the new face for the snacks producer.

The marketing agreement will make Jacob's crackers and Wallace and Gromit exclusive food partners, with the intention of spanning several years beyond the new Wallace and Gromit movie, due to be released in UK cinemas in September 2005.

This new marketing campaign is due to commence in October with the 'GrandDay out to New York' prize draw, which includes VIP trips to New York. Thegradual expansion will continue into 2004 with a heavyweight Televisionadvertising campaign, breaking into 2005. The new commercial will feature anew contraption built by Wallace and Gromit that automatically lays down anassortment of 'toppings' on Jacob's Crackers, designed to encourage consumersto experiment with various other unusual cracker toppings, the company said.

''The tie up with Wallace and Gromit represents the largest everinvestment in the Jacob's Crackers portfolio and its potential scope ismassive;''​ said Nathan King, Crackers senior brand manager. ''Itforms part of a wider portfolio strategy to move away from the naturalassociation of crackers with cheese by demonstrating the range of toppingsthat can be enjoyed''.​

Wallace and Gromit are known for their crackers and cheese addiction,evinced by the three films that feature the characters' adventures. Thefirst feature length film starts shooting next week and will be released in2005, although the exact date is not yet known.

''Jacob's and Wallace and Gromit seemed a perfect match as both areenduring brands, with universal appeal''​ enthused King. Nick Park, fromAardman, Wallace and Gromit's creators, agree. ''I'm delighted thatWallace has teamed up with Jacob's Crackers. There are 18 months of intensefilming ahead and if Wallace and Gromit have their crackers it means theyare happy and that one less worry for me''​ he said.