The campaign, which promotes the brand as a quirky snack, is designed to increase awareness of the Tuc brand and individual Tuc products. Two ten-second ads continue last year's successful campaign that used the short advertising format.
Jacob's has doubled the marketing budget for Tuc to 拢2 million. The campaign is limited to TV and will run for a month. Media planning is by Starcom Motive and buying by Carat.
The TV executions contain more humour than last year's campaign. The first, entitled "gravity", is for Tuc Original and shows a Tuc biscuit floating in a starry night sky, with an astronaut-style voiceover declaring: "Tuc Original now has a lighter texture." The endline is: "Tuc. Tuc in."
Graham Hunter, the marketing director for Jacob's, said: "We know from the success of last year's campaign that Tuc is very responsive to the ten-second format, and TV will be a key means to drive penetration levels even further."
The campaign was written by Paul Williams, art directed by Peter Cheeseman and directed by Finkbomb.
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