According to market research conducted by Jacobs, consumers still associate its cream crackers with “the last course at 1970s dinner parties”, prompting the company to launch a new £3m advertising campaign aimed at making the product more “relevant” to modern lifestyles.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Now owned by French food giant Danone, Jacobs Crackers have been on the British market for more than a century having been developed in 1883 by George Jacob. Last year, they commanded a 50% share of the UK cracker sector.
The new TV campaign aims to reinvent the brand as an addition to modern, more informal, parties, and will coincide with a launch of new cracker varieties, including Thai Bites, Italian Crackers and Herbs and Spices.
