Jacob's Crackers is putting £3m behind a TV campaign to
relaunch its entire crackers range and make it more relevant to modern
lifestyles.
Marketing manager Cath Pickering said research showed people tended to
think of crackers as "the last course at 1970s dinner parties". The new
campaign, by Euro RSCG Wnek Gosper, will suggest that crackers are
perfect for informal social gatherings, where people can create their
own serving from a range of toppings.
The ad will feature three Jacob's ranges - the newly repackaged
'Biscuits for Cheese Selection Variety Pack', the Italian crackers
range, and the Herbs and Spices selection.
TV activity breaks on October 13 for six weeks and will be supported by
a joint promotion with OK! magazine.
The introduction of the new Thai Bites rice snacks (Marketing, August
23) completes the relaunch.
"Trying to change people's idea of a brand that has been around for 100
years is very difficult," said Pickering. "Sometimes a completely new
product is needed."
.jpg)
.jpg)