Jacobs has unveiled details of its pounds 4m sponsorship of ITV’s
Who Wants To Be a Millionaire?, which includes its biggest ever on-pack
offer.
The deal covers two main objectives: to reposition a number of Jacobs’
brands, and to showcase Jacobs’ new corporate brand livery.
A series of credits have been devised including 15-second front credits,
ten-second end credits and five-second break bumpers.
Four different cameo films aim to maximise the profile of five Jacobs
brands: Twiglets, Cream Crackers, Ritz Crackers, Family Circle and
Club.
Each film includes the strapline ’That could be worth something to
someone’, and seeks to underline Millionaire’s general knowledge trivia
theme.
The five brands featured in the films also feature in an on-pack offer
on 45 million special biscuit packs, offering consumers the opportunity
to win anything from pounds 1 to pounds 1m.
Paul Cousins, marketing director at Jacobs, said: ’The sponsorship
presents us with a superb platform from which to maximise the profile of
some family favourites. It also allows for complementary activity
off-air.’
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