The Jacobs Bakery - a cracking campaign

Corinne White

Campaign in 1998-9 by Euro RSCG Wnek Gosper for Jacobs Cream Crackers. Objective: to build appeal in a younger target market who would deliver new volume.
Agency: Euro RSCG Wnek GosperAuthor: Corinne White

Jacob's Cream Crackers: 'A Cracking Campaign'

DEFINING THE CHALLENGE

In 1998, the team at Euro RSCG Wnek Gosper were given the task of halting the longterm decline in brand share of Jacob's Cream Crackers (JCC). Although JCC was market leader, with over 50% shareof the cream cracker market, the product had historically been eaten by people over the age of 45. Thus with 'natural wastage' the consumer base was literally dying away. Coupled with the declining number of traditional cheese and biscuit eating occasions there was limited opportunity for the product...

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