Crackers? New $21.5m Jacob's ad push features lip-syncing savory snacks

By Vince Bamford contact

- Last updated on GMT

Jacob's Mini Cheddars will feature in the second of three new ads
Jacob's Mini Cheddars will feature in the second of three new ads

Related tags: United kingdom, United biscuits, Jacob

United Biscuits is launching a £15m ($21.5m) marketing push for its Jacob’s savory snack brand in the UK focused on how the products make consumers feel.

The campaign, which kicked off this week, features three 30-second ads that depict Jacob’s products lip-syncing and dancing.

This new creative direction conveys something we’ve never communicated before with Jacob’s – how our products make people feel, and not just how they taste​,” said UB savory biscuits marketing director Ted Linehan, adding the campaign was built on the insight that “even the smallest of snacks can deliver big satisfaction​”.

Lip-syncing Cream Crackers

The first 30-second ad, for Jacob’s Cream Crackers, runs until March 20, with an advert for Jacob’s Mini Cheddars breaking on February 25.

The third spot will debut in April and features a lip-sync battle between a group of bridesmaids and a bag of Jacob’s Cracker Crisps. Launched last May, the Cracker Crisps bagged snacks range achieved sales of £5.3m ($7.6m) in six months [IRI 52w/e 5 December 2015].

United Biscuits is backing the campaign with in-store, PR, social and digital activity, and is re-launching the brand’s Twitter channel with the hashtag #Crackin – the word the brand is using to describe the “feeling of physical and emotional uplift that comes from eating Jacob’s snacks”.

Bite-sized sweet biscuits

The campaign is being launched a weeks after United Biscuits announced it was expanding its McVitie’s sweet biscuits brand in the UK with bite-sized McVitie’s Digestives Nibbles​. The manufacturer is predicting first-year retail sales of £17m ($24.5m) for the range.

United Biscuits also produces brand including Twiglets, Mini Cheddars and Carr's in the UK; BN, Delacre, Verkade and Sultana in Continental Europe and Haansbro in Nigeria. Yildiz Holding – owner of brands including Ülker, McVitie’s and Godiva – acquired United Biscuits in November 2014.

Related topics: KP Snacks, Snacks, Manufacturers, Convenience

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