The menu included recipes from starters to dessert dishes, all crafted by foodie Alex James – with the aim of encouraging consumers to re-think crackers, and inspire them to try more adventurous recipes with the product for all times of day. Ultimately, it gave people a chance to see Jacob’s as a more modern, relevant brand.
Key 3MZ elements included:
- Working with Alex James to create unique recipes with Jacob’s products – to use on and offline
- Hosting a VIP launch evening so media and influencers could sample the recipes Alex created with Jacob’s products, and conduct interviews
- Opening a living and breathing restaurant for Jacob’s – including everything from production to creating a booking system for tables
- Creating content for all recipes to be used via earned and owned media – including recipe videos for social, to drive engagement and reach for Jacob’s and their Lunchtime range of crackers