pladis, the global snacking company behind some of the UK’s most loved and iconic brands, has announced the launch of a new £4.5 million ATL campaign for its £71.2 million Jacob’s Mini Cheddars brand[1].

The ‘Welcome to Cheddar Town’ campaign launched via a new TV creative first aired on Channel 4 on Friday 12th March, as part of a 7-week campaign, and will be accompanied by amplification on social media. The campaign will also be sponsoring ‘Friday nights in on 4’. This will see the fan-favourite snacking brand run a series of bespoke idents run across Channel 4’s high-performing Friday night schedule, during some of TV’s biggest shows, which will run for 6 weeks.

Aiming to further bolster brand relevancy among 25-45-year-olds to accelerate growth – which currently stands at +8% YOY[2] – the new TV creative balances a dose of Jacob’s Mini Cheddars’ sunshine with contrasting humour, all-the-while encouraging consumers to enjoy ‘a moment of Cheeky Cheesy pleasure’.

It features an animated land inspired by the Jacob’s Mini Cheddars iconic bright colour-cues and famous sunburst logo. It is centred around the fact that Jacob’s Mini Cheddars are so tasty, even the cheesy characters want to get in on the action and tuck in.

Jacob’s will continue to build on the ‘Welcome to Cheddar Town’ platform through a series of sponsorship creatives and social media assets, which spotlight different products from the popular Jacob’s Mini Cheddars range and, incorporate a variety of cheesy characters – including the brand’s very own cheesy social media influencer – each playing on the brand’s irresistible taste credentials, which simply must be shared.

“This new campaign marks the start of a huge year for Jacob’s Mini Cheddars where we’re aiming to reignite brand love by playing on the distinctive bright and fun nature of the brand with a playful new TV creative,” says Christopher Owen, Marketing Controller at pladis UK&I. 

“By bringing the brand to life through the characterisation of Jacob’s Mini Cheddars’ signature real-cheese flavours, we’re able to build strong quality and taste associations and land one of Jacob’s Mini Cheddars’ USPs – baked with real cheese.”

The campaign comes hot on the heels of the launch of Jacob’s Mini Cheddars Sticks, which saw the brand move beyond its iconic circular crackers for the first time ever and target even more consumption moments – such as the evening sharing occasion – with bigger, bolder flavours. This new format has already proved a success, securing a place in the top 20% of sharing snacks in the 8 weeks following launch[3].

Owen adds: “Mini Cheddars Sticks are now also available in Co-op and Morrisons, and we’re continuing to build on the success of the launch by spotlighting them within the ‘Welcome to Cheddar Town’ campaign – just in time for the range also hitting Asda and Sainsbury’s shelves over the following weeks. We’re excited to create a buzz around the product – as well as the entire brand – at a time when trusted, heritage brands are proving more popular than ever before.

“We’d encourage all retailers to stock-up on Jacob’s Mini Cheddars core SKUs and NPD to drive incremental sales – particularly among younger shoppers – at a time when brand awareness will be top-of-mind. We can’t wait to kick-start the excitement with our fresh, fun TVC.”

The ‘Welcome to Cheddar Town’ TVC, created by TBWA\London, sees the characters in the campaign living in harmony until the Jacob’s Bakery – the only source of food – runs out of Jacob’s Mini Cheddars. The shortage turns the regular townsfolk – as well as the cheeses themselves – into cheese-hunters. All assets focus on the fact that with the pleasure of real cheese in every nibble, Jacob’s Mini Cheddars are so irresistibly taste that everybody wants a bite.

View the new TV ad here

[1] Nielsen MAT October 2020

[2] Nielsen MAT we 20.02.21

[3] Nielsen data 20 21.02.2021

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