Case Study

Client


IMPACT

  • A total of 104 pieces of top tier coverage, incl. Metro, Daily Mail Online, Independent, Mirror and The Times  amongst others
  • 70 product mentions and 30 headline Jacob’s brand mentions in coverage
  • 84,000 impressions for #LongestEverCheeseboard and 1,192,027 impressions for #SnackHappy
  • Over 2,500 visitors to the parlour and longest ever cheeseboard
  • Over half a million Twitter impressions for @JacobsSnacks
  • Contributed to a 4% increase in brand equity metric ‘Jacobs as a modern brand’
  • 12 point increase in Net Promoter Score – likelihood to recommend Jacob’s to friends and family

Reimagining a Savoury Icon

To help make new and old customers fall back in love with their brand, Jacobs challenged us to create a campaign that positioned them as contemporary, exciting and relevant to customers’ lives.

We wanted to generate front-of-paper news and real cut-through on social media channels, and help people discover old favourites while also introducing new consumers to the brand.

We created a series of events that reimagined Jacob’s iconic snacks (Mini Cheddars, Jacob’s Cream Crackers and Twiglets), including building the UK’s first savoury ice-cream parlour and the world’s longest ever cheeseboard.

Our savoury ice-cream parlour brought a range of savoury ice creams inspired by Jacob’s products to adventurous consumers – including ‘A Pint of Ale and A Packet of Twiglets’ and ‘Mini Cheddar Chutney’. Over 50 top tier media attending a preview evening and more than 200 people were queuing around the block before the opening to the public for three days. We created a ‘Tweet for a treat’ mechanic for the duration, that saw visitors ‘pay’ for their ice cream using our Jacob’s #SnackHappy social media photobooth or a simple Tweet of their ice cream – this generated over half a million Twitter impressions for @JacobsSnacks.

Our longest ever cheeseboard put the iconic Jacob’s Cream Cracker back into the nation’s consciousness at a key sales period – Christmas – and on a limited budget, as part of the products 130th Anniversary. We created a cheeseboard of epic proportions, stretching the length of Tower Bridge Walkway – 40m! – in London.