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Case Study



  • Over 137,000 social engagements
  • More than 16 pieces of coverage in top tier titles
  • Coverage secured 24 million OTS

Introducing the world’s first (pop-up) Cracker Restaurant, with Jacob’s

As part of the final stage of our partnership with Alex James, Jacob’s opened the world’s first (pop-up) Cracker Restaurant, where customers were served a gourmet tasting menu, based entirely around Jacob’s crackers.

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