Snack-a-Jacks offer ‘voice of reason’ to women

Snack-a-Jacks, the low-fat savoury snack owned by Quaker, is launching a 2.5m campaign that aims to position it as a “counterbalance” to dieting and going to the gym.

Snack-a-Jacks, the low-fat savoury snack owned by Quaker, is launching a £2.5m campaign that aims to position it as a “counterbalance” to dieting and going to the gym.

The integrated campaign, which has been created by Abbott Mead Vickers.BBDO, wants to offer women a “voice of reason in a world obsessed by diets, appearance and weight.” It will target females aged 25 years old and over.

The advert, which breaks today (Wednesday) and will have the strapline: “Snack-a-Jacks. Less than 10% fat. A sane snack in a mad world.”

It will include 19 TV executions and 10 press ads and uses slogans such as “Miracle diets? As real as the tooth fairy!” and “Best bikini diet? Buy a bigger bikini!”

Last year Quaker, which is owned by PepsiCo, launched Snack-a-Jacks Popcorn and its first non-rice products, Mini Bagels and Mini Breadsticks, as part of its expansion into new variants.

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