The 30-second ad, breaking on Monday (February 2), will get its first screening during ITV’s Coronation Street and is set to run until August across key terrestrial and satellite channels.
An initial one-year tie-up with the plasticine characters will cost the company £4m in air time, ad production, licence costs and its ongoing on-pack
promotion to win a ‘grand day out’ in New York.
Other activity this year will include bringing the Jacob’s flavoured range of crackers, such as Olive and Oregano, under a single sub-brand, said commercial development manager Jeremy Hughes.
Thai Bites will also be given special attention with a new pack design to bring it more in line with sister brand Jacobites and new flavours.
Hughes said Jacob’s planned to spend about £14m supporting its brands this year, up 50%.