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
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
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.