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.