Jacob’s Bakery is committing an extra pounds 6m to advertising and new
product development in a bid to halt its decline in the flagging biscuit
The increased funds, which represent a 20% hike in total marketing
spend, will go towards reviving the fortunes of well-known brands
Jacob’s Cream Crackers, Twiglets, Club and Trio.
The overhaul of the business follows a year-long strategic review by
managing director, David Freedman. He has reorganised the company’s
marketing structure along category management lines.
‘We have been as guilty as everyone else in this market of not putting
enough emphasis on innovation and consistent advertising strategies,’
‘It’s been too easy to cut back on marketing spend to protect the bottom
line. But through a reorganisation of the business and some
rationalisation we have now created the extra funds we need for a bigger
push behind marketing,’ he added.
Twiglets, which has seen its share drop from 19.5% to 17.4% over the
past year, will be the first to benefit from the extra resources. A new
ad campaign for the brand, through Euro RSCG, breaks at the beginning of
The agency is also working on new campaigns for Jacob’s Cream Crackers
and countline biscuit Trio. Club is expected to be relaunched for the
second time in a year.
The Danone-owned company is also planning to rationalise its 1000 stock-
keeping units by 20% to improve efficiency.
Jacob’s ranking in the biscuit market has slipped from second to third
in the past year with total value share down from 10.5% to 9.2%. The
market as a whole has dropped 2.6% in volume.