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.