United Biscuits UK announces the launch of the Jacob’s Oddities range which is being backed by a multimedia advertising campaign.
The advertising starts from 9th April and will run for 6 weeks. Having invested £3m in the campaign, the launch will be supported by TV, poster, online and radio advertising. This high profile marketing campaign will raise consumer awareness of the new Jacob’s Oddities range, as well as providing retailers with a fantastic opportunity to grow sales.
The 30 second advert follows the journey of a bag of Jacob’s Oddities as it travels from a park bench beside a duck pond, right into outer space, encountering everything from aliens to spacemen. The advert demonstrates just how unexpected the fun combination of shapes are, which range from telephones to table tennis bats.
The irresistibly light and crispy baked snack biscuits have no artificial colours or flavours and come in two delicious flavours. Both Cheese and Smoky Bacon flavours are available in multipacks of five x 25g packs (MRRP £1.75), 125g sharing packs (MRRP £1.42) and 30g on-the-go packs (59p).
Gerry Roads, Marketing Director – Savoury Biscuits, UBUK, commented: “With their unusual shapes, Jacob’s Oddities will attract new, younger consumers to the Savoury Biscuits segment, which is currently worth £90m and growing strongly at 11%.
“Jacob’s Oddities are a fun new range and are designed to accelerate growth in the UK Savoury Biscuits market. The segment’s share of the Biscuits category is significantly smaller than in comparable countries like the United States and Australia and developing ‘snackable’ formats, like Oddities, will be key to helping deliver long-term growth. Retailers should ensure they stock up to take advantage of the demand generated by this TV campaign.”
Source: AC Nielsen w/e 28.01.12