Jacob’s Teams Up With Reality TV Duo For ‘Crackin’ Duets’ Campaign

United Biscuits has brought reality TV stars Mark-Francis Vandelli and James ‘Arg’ Argent together for the ‘Crackin’ Duets’ campaign of its Jacob’s brand.

The campaign celebrates “celebrity matches baked in heaven”, and will feature a video of Mark and Arg engaging in a lip sync battle at the United Biscuits Harlesden factory in London to the classic dance tune ‘Ride on Time’ by Black Box. This song also features on the latest advert from Jacob’s for Cracker Crisps.

Inspired by the viral success of lip sync battles on television recently in the UK, the video also features some of Jacob’s own factory employees getting in on the action, as well as some of the brand’s hero products lip syncing to ‘Ride On Time’.

UB Savoury Biscuits Marketing Director, Ted Linehan, said: “With the Jacob’s Crackin’ Duets campaign, we really wanted to capture the recent popularity of lip syncing in popular culture – and give it our own Jacob’s twist. For us, this was all about creating a match baked in heaven between our chosen reality TV stars and celebrating this on-screen, and Mark and Arg couldn’t have fulfilled the brief better – bringing energy, fun and personality to the video, which is what the campaign is all about.”

Jacob’s is also encouraging feedback, with the use of #TeamArg or #TeamMark to join in the conversation on social, plus #CRACKINduets.