Jacob's Bakery is launching the first ever flavoured variants of Jacob's Cream Crackers and is backing the brand with its first national television advertising for 10 years. This is the company's first brand activity since it concluded its sponsorship of ITV's Who Wants to be Millionaire. The first part of the £5m TV campaign breaks in April and aims to position Jacob's Cream Crackers as a quick, versatile and wholesome snack. The ad stars TV chef Brian Turner from Ready Steady Cook and has the tagline Eat Fast, Eat Well, Eat Jacob's'. The second tranche of ads ­ scheduled for the summer ­ will push the new flavoured variants, roasted onion and sundried tomato. Jacob's is also spending £2m on promoting Twiglets as "the extreme adult savoury snack". The campaign targets the 16-34 market and aims to promote a trendy, cult image. The ads carry the tagline They're Not Normal' and will feature the new tube format for original Twiglets and the new curry flavour twiglets. The ads in cinemas run from the end of May. Marketing director Barbara Reid said: "Both brands will benefit from new flavours and new packaging to ensure they evolve as a contemporary and relevant proposition for consumers." {{P&P }}

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