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.