Savoury biscuits masterbrand

United Biscuits has launched a £10m advertising campaign for Jacob’s, its savoury biscuit and baked snack brand.

UB is now bringing all its savoury biscuits and baked snacks under the single masterbrand of Jacob’s, including its crackers, crispbreads and flatbreads, and brands such as Mini Cheddars, Oddities and Twiglets.

To promote the masterbrand, three 30-second commercials featuring comedian Jason Cook as Jacob the Baker have been created by Publicis. In the ads, Jacob the Baker spreads a passion for baked snacks with the strapline ‘Snack Happy.

Martin Glenn, CEO of United Biscuits, says, “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.

“This follows a highly successful re-launch for our sweet products under the McVitie’s brand earlier in 2014. Both campaigns tap into consumers’ love for our products, which are established as heritage brands worldwide.”