Jacobs has partnered with Alex James as part of a new campaign to help Brits ‘re-think’ their lunch.
The savoury snack brand has made the musician and cheesemaker its ‘chief taste curator’ as part of the #crackindiscoveries campaign.
In his role, James will create recipes that will combine Jacobs products with fresh, seasonal produce – including his own cheese. The recipes promise to be budget-friendly and easy to prepare.
In a recent survey commissioned by Jacobs, the national average lunch break was found to be 15 minutes or less, with 40% of people eating at their desk at work. The research also discovered that one third of those surveyed were bored with their everyday sandwich, with more than half seeking new ideas.
The new partnership follows the launch of the £15m #crackindiscoveries push earlier this year, aimed at revitalising and bringing more ‘personality’ to the Jabobs brand.
“We want to show that there is an alternative to the age-old sandwich, and Alex felt like the perfect fit as a partner to help us do this,” said Jacobs savoury marketing director Ted Linehan.
“At Jacobs, we know providing inspiration for our consumers is incredibly important, and when we started looking at UK lunchtime habits, we realised we had an opportunity to offer up a fresh, new take on lunchtime.”
James added: “I can’t wait to share some of the mouthwatering creations I’ve been coming up with Jacobs, using produce from my farm as well as some of my own cheeses. They’re all about simplicity and convenience, but still packed full of flavour, and, importantly, fun.”
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