Pladis has returned its £90m Jacob’s Mini Cheddars brand to TV screens as part of a drive to build brand awareness among younger adults.
The ‘Welcome To Cheddar Town’ campaign will also feature VOD, cinema and social media activity for a period of seven weeks.
Building on the Welcome to Cheddar Town platform – which first launched in 2021 – the ads feature an animated land inspired by Jacob’s Mini Cheddars distinctive bright colour-cues and famous sunburst logo. It is centred around the fact that Jacob’s Mini Cheddars are so tasty – due to being baked with real cheese – even the cheesy characters want to get in on the action and tuck in.
“Ever since we launched our Welcome to Cheddar Town platform back in 2021, even more shoppers are taking a moment of cheeky cheesy pleasure with Jacob’s Mini Cheddars,” said Aslı Özen Turhan, Chief Marketing Officer at pladis UK&I.
“And, since then, the brand has only become more popular, securing a position as a top 10 brand in crisps and snacks. We want to continue building on this momentum, so we’re back on screens to encourage even more shoppers to fall in love with Mini Cheddars – and the cheeky nature of the ad creative is set to resonate with a new generation of snackers. Plus, we couldn’t resist using it as an opportunity to showcase the breadth of products we now have on offer, thanks to a busy innovation pipeline over the past few years.”
