Euro RSCG has created a television and press campaign to support Jacob’s healthier cracker range, Essentials. The ads, which break this week, aim to raise awareness of and encourage trial of the range.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
The retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.