Digest

Jacob’s Bakery has revealed the break bumpers that will accompany its sponsorship of the ITV game-show Who Wants To Be A Millionaire, which starts its autumn run on Friday. The credits – designed by integrated agency Willox Ambler Rodford Law – will feature the Twiglets, Cream Crackers, Ritz Crackers, Family Circle and Club brands, as well as Jacob’s new diamond-shaped logo. The sponsorship will carry the catchline: ‘That could be worth something to someone.’ Jacob’s is linking its broadcast slots with the biggest on-pack offer it has ever undertaken, offering cash prizes from &£1 to &£1m – mimicking the show. The television deal was negotiated by David Prosser, head of sponsorship at Carlton TV, on behalf of ITV, and Mike Butters, category marketing manager for crackers and snacks at Jacob’s.

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