Jacob’s has cast its crackers as the stars of its new £15m Crackin’ advertising campaign.

The campaign for the brand, which is owned by United Biscuits (UB), features some of the brand’s products lip syncing and dancing with the protagonists.

UB says the adverts bring to life the physical and emotional sensation that comes from eating Jacob’s snacks – a feeling the campaign calls Crackin’.

UB savoury biscuits marketing director Ted Linehan said: “Jacob’s is the number one brand within the £518m savoury biscuits market, and this year we wanted to continue to fuel the category’s success with our new Crackin’ multi-media campaign. This new creative direction from our agency Grey conveys something we’ve never communicated before with Jacob’s – how our much loved products make people feel, and not just how they taste – built on the core insight that even the smallest of snacks can deliver big satisfaction.

“Starting with Jacob’s Cream Crackers and Jacob’s Mini Cheddars, it’s a very exciting year ahead for us as a brand and United Biscuits – we can’t wait to build on our previous years of growth and deliver more fun and joy to consumers with our new Crackin’ campaign.”

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