Fuel to help make Jacob's Crackers fun and youthful

Leading cracker manufacturers Jacob's Crackers has appointed Fuel

to take over as the brand's retained consumer and trade PR agency.



Fuel will work alongside fellow retained agency Manning Selvage and Lee,

which works with parent Jacob's Bakery on a trade, crisis and corporate

communications brief across other brands. Three other agencies are

believed to have pitched for the account.



Fuel director Gillian Waddell heads the account, reporting to Jacob's

marketing department.



Waddell said the agency would be seeking to 'build a new future' for the

ine: 'We'll be helping to reinvigorate the brand. We'll be looking to

attract a younger, trendier audience and make the brand more fun and

more in tune with today's dining culture.'



Jacob's was founded in Reading in 1840, launching its cream crackers in

1885.



French food giant Danone acquired the firm in 1989 as part of a raft of

worldwide biscuit manufacturer purchases, which have seen the firm take

a nine per cent share of the global biscuit market. The group reported

an increase in half-yearly sales of 6.2 per cent in July this year.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.