Pladis supports Jacob’s brand with £4.5m campaign

By Éilis Cronin in Crisps & Snacks 17th March 2021

Snacking company Pladis is launching a campaign for its Jacob’s Mini Cheddars brand, in a move designed to “further bolster brand relevancy among 25- to 45-year-olds”.

The seven-week “Welcome to Cheddar Town” campaign includes a TV advert and sponsorship of Channel 4’s “Friday nights on 4” program line-up, as well as social media assets which “spotlight different products from the popular Jacob’s Mini Cheddars range”.

Christopher Owen, marketing controller at Pladis, said: “This new campaign marks the start of a huge year for Jacob’s Mini Cheddars where we are aiming to reignite brand love by playing on the distinctive bright and fun nature of the brand with a playful new TV creative.

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