Biscuit brand Jacob’s in £10m relaunch

United Biscuits is relaunching its Jacob’s brand in a £10 million push that will see a new Jacob’s masterbrand created, as well as updated packaging and a new advertising campaign.

Still from the new Jacob's ad campaign
Still from the new Jacob’s ad campaign

UB says the move is part of the same ‘business vision’ that saw the £12 million relaunch of its McVitie’s biscuit brand in February.

This saw all UB’s sweet biscuits – including Penguin Bars and Jaffa Cakes – brought under the McVitie’s brand, with design work created by JKR.

UB is now bringing all its savoury biscuit brands – which include Mini Cheddars and Twiglets – under the Jacob’s masterbrand. It says updated packaging – also developed by JKR – will see the Jacob’s identity feature more prominently on-pack.

Still from the new Jacob's ad campaign
Still from the new Jacob’s ad campaign

UB is also launching a new Jacob’s ad campaign, created by Publicis, which features comedian Jason Cook starring as the ‘Jacob the Baker’ character.

Martin Glenn, chief executive of UB, says, ‘[This project] will improve and simplify the shopping experience for customers, putting all our savoury brands clearly under the same premium masterbrand.’

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  • Roy Wylam November 30, -0001 at 12:00 am

    Reporting – is rubbish, is this £10m for Design Advertising or a new shaped biscuit?

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