Jacob’s Bakery is to continue its sponsorship of ITV’s Who Wants to
be a Millionaire into the new year, on the back of rising sales of its
Crackers and Twiglets brands.
The company will also sponsor four Millionaire shows and a documentary
over Christmas, called Is that your final answer?
A Christmas Eve half-hour show will be followed by three half-hour shows
screened on Christmas Day at 6pm, 8.30pm and 10.30pm.
Tracking research from the first series that Jacob’s sponsored in
September shows that the sponsorship had a major impact on Jacob’s brand