Jacob’s Christmas Assortments
Posted on: Mon, December 06, 2010
Following on from the excellently-received “Taste Buds” advertising campaign for Jacob’s Fig Rolls, Jacob Fruitfield Food Group (JFFG) continue to demonstrate their commitment to supporting iconic Irish brands with the release of not just one, but a series of three new TV ads for the Jacob’s range of Assortments.
Jacob’s had 50% value share of the Assortments segment of the €159m Biscuits market last year and Jacob’s Afternoon Tea, USA and Elite are the numbers 1,2 and 3 brands in this segment. *
For generations, these tins of Jacob’s biccies have been part of the tradition of Christmas in Ireland. In fact, they’re “unchristmasable” – something you simply can’t do without at Christmas time.
Peeling the jelly top off the Jelly Star biscuit is just one of many rituals that families share. The new Jacob’s ads shows the Kavanaghs, a typical if slightly quirky family enjoying its own particular Christmas rituals – telling a well-loved story, playing charades and a death-defying granny enjoying “stairboganning”.
The campaign commenced on 1st December and will continue to run until Christmas, featuring in high-profile programmes such as the Late Late Show, the X Factor and I’m A Celebrity…
To ensure maximum exposure for the campaign, Starcom have put in place a particularly heavyweight media plan for JFFG. The commercials were created and developed by Ogilvy, directed by Stevie Russell, produced by Tidal Films and filmed on location in Ireland.
Commenting on the campaign, Loretta Dignam, Marketing Director of JFFG, said "This unchristmasable campaign perfectly sums up the significance of these iconic biscuit brands and the role they play in the enjoyment of Christmas."
