UB jacks up its cracker campaign


A £10m advertising push for Jacob’s Cream Crackers is the next stage in United Biscuits’ master plan to bring all its savoury biscuits under the Jacob’s umbrella.

The three 30-second commercials, which hit the screens last month, feature award-winning comedian and writer Jason Cook as Jacob the Baker, spreading a passion for wholesome, baked and tasty snacks. The strapline is: “snack happy”. The campaign is inspired by consumer demand for savoury biscuits and crackers baked with wholesome, kitchen- cupboard ingredients.
Martin Glenn, CEO of UB, said: “Our new campaign for Jacob’s is the next step in our strategy. It will improve and simplify the shopping experience for customers, putting all our savoury brands clearly under the same premium masterbrand. Through this investment we aim to grow our brands and the broader savoury biscuit category.”
The Jacob’s range now comprises all UB’s crackers, crispbreads and flatbreads, and brands, plus Mini Cheddars, Oddities and Twiglets.
Some 18% of all biscuits eaten in the UK are savoury. While the figure has doubled in the last 15 years, it remains far below the USA (45%) and Australia (40%). UB hopes to grow the retail sales value of the Jacob’s masterbrand by 20% over the next couple of years.