Jacksons of Yorkshire, the retail division of Jacksons Bakery, is embarking on its first ever TV ad campaign, set to hit the small screen this spring.
Having grown to a £22m retail brand and being recognised as the fasting growing brand in plant bread, Jacksons is now setting its sights on accelerating that further, by cementing its position as an accessible premium option, driving category value for retailers.
Helena Wright, marketing and NPD director at Jacksons Bakery, said: “The growth over the past 12 years has been impressive, but there’s still a gap in the category at that accessible premium point where Jacksons can thrive and offer a clear point of difference for retailers.
“The elevated quality of Jacksons’ products can demand a higher price point and consumers are willing to pay extra for quality products. The ad campaign will communicate this point of difference to consumers and demonstrate our commitment to growth with retailers.”
Jacksons has invested £2m in the campaign, which will showcase the brand’s heritage, dedication to quality ingredients and highest standards of baking. It will feature a 30-second TV and digital spot, with an additional 10-second TV ad, supported by social media, PR and a shopper marketing toolkit.
The creative tells the story of the head baker at Jacksons of Yorkshire, passionately travelling the country to spread the word of Jacksons. His ‘rise up’ rallying cry will culminate in a final scene outside Hull City Hall, where gathered crowds will celebrate his work.
The advert will air nationwide from 19 May, with a second burst planned for later in the year.
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