Jacob's aims to spice up the cracker category with a new flavour and a Golden Cracker' prize promotion across its portfolio. A £1.3m marketing campaign will back the activity, with TV ads airing from May 6, followed by press ads and targeted PR. Starting next week, consumers who find a golden cracker in special flashed packs of Cream Crackers, Herb and Spice Selection, Italian Crackers, Biscuits for Cheese and new Mediterranean Selection will win £5,000. Finding a silver cracker will entitle them to one of a range of cracking occasions', including hot air balloon trips and personalised wine. Marketing manager Cath Pickering said the new Mediterranean Selection would attract a younger audience while the promotion would create excitement. The newcomer consists of six packs of four crackers in Pesto, Garlic and Herb and Sundried Tomato flavour crackers. Mediterranean colours feature on the packaging. l Jacob's is extending its Thai Bites rice crackers range with a new Seaweed variant. {{P&P }}