Jacksons of Yorkshire, the retail division of Jacksons Bakery, is embarking on its first ever TV ad campaign, set to hit the small screen this spring.
Having grown Jacksons of Yorkshire to a £22m retail brand and being recognised as the fasting growing brand in plant bread*, Jacksons is now setting its sights on accelerating that growth further, by cementing its position as an accessible premium option, driving category value for retailers.
Helena Wright, marketing and NPD director at Jacksons Bakery explains: “The growth at Jacksons over the past 12 years has been impressive, but there’s still a gap in the category at that accessible premium point where Jacksons can thrive and offer a clear point of difference for retailers. The elevated quality of Jacksons’ products can demand a higher price point and consumers are willing to pay extra for quality products. The ad campaign will communicate this point of difference to consumers and demonstrate our commitment to growth with retailers.”
Jacksons has invested £2m in the campaign, which will showcase the brand’s heritage, dedication to quality ingredients and highest standards of baking. The campaign will feature a 30-second TV and digital spot, with an additional 10-second TV ad, supported by social media, PR and a shopper marketing toolkit.
The creative tells the story of the head baker at Jacksons of Yorkshire, passionately travelling the country to spread the word of Jacksons. His ‘rise up’ rallying cry will culminate in a final scene outside Hull City Hall, where gathered crowds will celebrate his work.
Helena Wright added: “The creative campaign for the concept allows us to tell Jacksons’ story. We’ve been making great quality loaves for over 100 years, at a price point that is affordable and the fact that there are no preservatives added is resonating more and more with consumers. Our Yorkshire born values are integral too. We look after our people, our bakers and our community. It felt only right to film our ad in our home city of Hull and involve local people on our journey from the cast and crew, to even recruiting local residents as extras in our final scene.”
The advert will air nationwide from May 19th, with a second burst planned for later in the year.
Jacksons’ first ever ad campaign comes hot on the heels of its recent brand refresh. The brand has been subtly updated to focus on its Yorkshire heritage and family values. Packaging imagery has been renewed to include rolling Yorkshire hills, whilst messaging has been added including proud bakers of Yorkshire and expertly crafted for generations, identified as markers of credibility and trust amongst consumers.
