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.
As the importance of health has grow in consumers' minds, frozen food has been left out in the cold. But two major manufacturers in the US are looking to heat up the sector by claiming frozen food mea...
Some analysts might be breathing a sigh of relief at news Danone is rejecting speculation it is about to swoop for infant-formula giant Mead Johnson. ...
It is an unseasonably mild and bright morning here in Paris as this year's SIAL expo gets under away. Will the mood of exhibitors match the sunnier weather?...
Kuwaiti FMCG conglomerate Mezzan Holding has applied to list on the Kuwait Stock Exchange, with plans to float 30% of the group....
Raisio, the Finland-based food group, is to lower the sugar content of UK cereal brand Sugar Puffs - and at the same time remove the ingredient from the product's name....
- Focus: Will Danone return to growth in dairy?
- Why Nestle is relaxed about the China "drag"
- Comment: Paying the price for eating healthily
- Focus: Why French retail deals could hit suppliers
- SIAL 2014: Greek yoghurt firm Fage targets Europe
- SIAL 2014: Premier in talks over US manufacturing
- Danone "eyes acquisition of Mead Johnson"
- Symington's acquires Tanfield Foods
- Heinz silent over Polish factory expansion talk
- Kellogg, Nestle slammed for "chaotic" salt policy