Blog: Jacob's goes crackers in "British hall of fame"
Katy Askew | 4 April 2014
Kate & Wills
United Biscuits relaunched Jacob's as a "master brand" this week, bringing the group's classic cream crackers together with the likes of Mini Cheddars and Oddities.
How to celebrate the heritage of an iconic UK brand that has been trading since 1885? Make a "great British hall of fame" - from the crackers themselves - of course!
Food artists "Miss Cake" and Nathan Wyburn used over 12,000 Twiglets, 54kg of cream crackers and 10kg of mini cheddars to create various images from modern UK pop culture.
The exhibition included "Cheddar Cole", "Stone-cheddar-enge" and the Duke and Duchess of "Creamcracker-bridge" [pictured].
Sadly, however, if you wanted to see the "Union Crackerjack" or a "double cracker bus" you are out of luck. The artworks were on display in London for one evening only.
The striking exhibition was the centre piece of a launch event kicking off United Biscuits' GBP10m marketing campaign behind the Jacob's brand. The evening was hosted by TV cooking brothers Tom and Henry Herbert. (Apparently, cream crackers were a lifesaver for a wife of one of the Herbert brothers. She lived off them after being hit by Delhi-belly while travelling in India).
Marketing controller Nick Wizard took some time out at the launch event to explain the benefits UB believes the move will bring. Click here for more.
US foodservice distributor Sysco has pulled the plug on its plan to buy local rival US Foods, four months after the country's competition watchdog moved to block the deal....
In an announcement that would have surprised few, Kraft Foods Group said today (1 July) its shareholders had thrown their weight behind the plans to combine the business with HJ Heinz. The market's at...
The Canadian Food Inspection Agency has said that it found "no health rise" associated with the consumption of Nestle's Maggi noodles....
Whole Foods Market already had a reputation for being pricey. This will only be compounded by news that the retailer has been accused of routinely overcharging consumers by overstating the weight of p...
Associated British Foods-owned bread brand Kingsmill is set to return to Tesco shelves, after the UK's largest retailer delisted the brand in March....
Dutch supermarket operator Ahold and Belgium-based retailer Delhaize Group announced today (24 June) that a long-awaited merger has been finalised in a move these two European retail giants hope will ...
- Focus: ConAgra own-label exit plan is about growth
- just-food's pick: Top trends at Fancy Food Show
- What Grexit could mean for the food industry
- IRI – The opportunity of range optimisation
- Focus: Can General Mills improve US retail sales?
- ConAgra confirms private-label exit
- Kraft Heinz unveils management structure
- Kraft faces lawsuit over 'natural' claims
- US performance weighs on General Mills
- Hovis "mulls Irish Pride Bakeries takeover"