Snacking giant pladis has launched a new £4.5m marketing campaign for its Jacob’s Mini Cheddars brand.
The seven-week ‘Welcome to Cheddar Town’ campaign is spearheaded by a new TV ad bolstered by social media activity. Mini Cheddars will also sponsor ‘Friday nights in on 4’ for six weeks, running a series of bespoke idents across Channel 4’s Friday night schedule.
The new ad is set an animated land inspired by the product’s bright colour cues and sunburst logo. It is centred around the notion that Mini Cheddars are so tasty, even the cheesy characters want to get in on the action and tuck in.
The brand will build on the ‘Welcome to Cheddar Town’ platform through a series of sponsorship creatives and social media assets, which spotlight different products from the Mini Cheddars range.
“This new campaign marks the start of a huge year for Jacob’s Mini Cheddars where we’re aiming to reignite brand love by playing on the distinctive bright and fun nature of the brand with a playful new TV creative,” commented Christopher Owen, Marketing Controller at pladis UK&I.
“By bringing the brand to life through the characterisation of Jacob’s Mini Cheddars’ signature real-cheese flavours, we’re able to build strong quality and taste associations and land one of Jacob’s Mini Cheddars’ USPs – baked with real cheese.”
