Oddities are back and odder than ever

United Biscuits (UBUK) has launched a fully integrated marketing campaign to support its popular savoury biscuits range, Jacob’s Oddities.  Launching in May, the campaign will include the return of Jacob’s Oddities popular TV advert, a new radio campaign, in store activation, as well as digital and social media activity.

 Running for five weeks from 6 May, the TV campaign will see the return of Jacob’s Oddities popular creative which follows the journey of a bag of Jacob’s Oddities as it travels from a park bench to outer space, encountering everything from aliens to spacemen.  The creative will also include a new end frame highlighting the addition of three new variants to the range following their launch earlier this year, including salt & vinegar, sour cream & chive and ready salted, as well as highlighting in store positioning in the savoury biscuits aisle.

Kicking off on 3 June, Jacob’s Oddities new radio campaign features three 30 second radio adverts which each focus on different flavours, using characters to tell short stories with sound effects representing individual shapes from the packet.

Gerry Roads, marketing director of savoury biscuits at UBUK comments, “Oddities has been received exceptionally well by consumers as shown by the recent Savoury Snack Product of the Year 2013 Award and the fact the brand has already achieved such a high brand value within a year of sale.  As a result, Jacob’s Oddities has driven fresh, younger consumers into the category and has helped the savoury biscuits category achieve a healthy category growth of 13%.

“Already a popular brand amongst consumers, this marketing campaign will help to take Jacob’s Oddities to another level of brand awareness prompting new customers into the savoury biscuits aisle and increasing sales for retailers as a result.”