The cheese-loving man and dog will front a new £4m campaign in a deal set to run beyond the pair’s feature film in September 2005.
Senior brand manager Nathan King said the tie-up was the brand’s largest spend yet and part of a strategy to move away from crackers’ associations with cheese.
Activity kicks off with an on-pack offer to win a trip to New York. A radio campaign, instore media and microsite will follow. TV ads featuring Wallace’s new invention, which lays out cracker toppings, break early next year.