Blog: Katy AskewJacob's goes crackers in "British hall of fame"

Katy Askew | 4 April 2014

Kate & Wills

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.

Sectors: Bakery, Dried foods

Companies: United Biscuits

BLOG

Oxfam's report card for major food companies

In the sustainability arena, objective endorsement by a third party, particularly an NGO with credibility levels among consumers that even Unilever can only dream of, is an extremely valuable commodit...

BLOG

Tesco turns to IFTTT to automate grocery shopping

An eye-catching tech move from Tesco has been revealed this week - and one that has echoes of one of Amazon's latest initiatives in the US....

NEWS

Tipiak results boosted by frozen, chilled foods

French food group Tipiak reported higher sales for 2015, with growth led by expansion of the firm's chilled and frozen business. ...

BLOG

Another new member for Faber's top team at Danone

Danone has appointed a new executive to lead its early life nutrition business, which features brands including Aptamil and Nutrilon....

just-food homepage



Forgot your password?