The exclusive food partnership is the largest investment to date in the Jacob's Crackers range, manufactured by Danone, and is expected to run for a number of years.
Television advertising will start in the new year, with ads from Euro RSCG featuring a new invention from the Aardman Animations characters, which automatically lays various toppings on to Jacob's Crackers. Wallace and Gromit, stars of the animated film 'The Wrong Trousers', are better known for their love of Wensleydale cheese than for eating crackers.
Marketing activity will kick off this month with a prize draw for a VIP trip to New York by collecting on-pack tokens from the range. The retail campaign will be supported by radio, on-shelf and trolley promotions, and a microsite.
The promotion will run for six months in supermarkets and independent retailers, and is expected to deliver a rise in sales of 5%-6% across the range of Jacob's brands, including Cream Crackers and Choicegrain.
Jacob's Crackers senior brand manager Nathan King said the marketing campaign was aimed at moving crackers away from solely being associated with cheese. "Jacob's and Wallace and Gromit seemed a perfect match, as both are enduring brands with universal appeal across a broad section of the population," he said.
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