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United Biscuits unveils £10million campaign for Jacob’s

02 April 2014

United Biscuits (UB) has today launched a new £10million advertising campaign for Jacob’s, one of Britain’s leading savoury snack brands, following the recent re-launch of the manufacturer’s world famous McVitie’s brands in February this year.

UB is now bringing all its savoury biscuits and baked snacks under the single masterbrand of Jacob’s, including its Crackers, crispbreads and flatbreads and brands such as Mini Cheddars, Oddities and Twiglets. The Jacob’s brand will now be carried more prevalently on packs. This follows UB’s success in uniting all its sweet biscuits under the McVitie’s masterbrand.

The campaign is part of UB’s efforts to grow the savoury biscuits category, which has significant potential in the UK. Currently around 18% of all biscuits eaten in the UK are savoury. While the figure has doubled in the last 15 years, it remains far below those for the USA (45%) and Australia (40%). Under the new Jacob’s masterbrand, the ambition is to grow its Retail Sales Value (RSV) by 20% over the next two and a half years.

The first 30 second advert will air at 19.28 on ITV1, during Coronation Street. The campaign runs from 2 April and will continue throughout the year with the 30-second ads being supported by the cracker maker’s biggest ever in-store, PR, press and online marketing, including a significant push on Jacob’s social media channels and PR.

Martin Glenn, CEO of United Biscuits, said: “Our new campaign for Jacob’s is the next step in our strategy. It will improve and simplify the shopping experience for customers, putting all our savoury brands clearly under the same premium masterbrand. Through this investment we aim to grow our brands and the broader savoury biscuit category.

“This follows a highly successful re-launch for our sweet products under the McVitie’s brand earlier in 2014. Both campaigns tap into consumers’ love for our products, which are established as heritage brands worldwide.”

Ted Linehan, UB Savoury Biscuits Marketing Director, said: “Jacob’s Cream Crackers have been, and remain, the nation’s favourite cracker brand. Cracker-loving Brits ate a phenomenal 1.4 billion Jacob’s Cream Crackers last year. The savoury biscuit eating trend will continue to grow as we bake new products to add to our heritage range. We know people love our snacks but they want to feel good about enjoying this simple pleasure. Our savoury crackers and biscuits have been baked using the same techniques since they were launched in the 1880’s. We wanted to bring our passion for baking to life and remind people about how we bake not fry our savoury crackers and snacks, in a memorable, modern way.” 

Jacob’s Cream Crackers, made by United Biscuits, have been, and remain, the classic number-one cracker brand using the same recipe and special baking techniques as when first made in 1885.  Nine out of 10 British households purchased savoury biscuits in 2013, and seven out of 10 of those products purchased was a Jacob’s product. 


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