Jacob’s in radio drive for women

Cracker maker Jacob’s is to launch its slow-release carbohydrate snack Essentials via radio to reach snack-happy women.

The confectioner will use radio in tandem with women’s consumer press to communicate its messages about the low-fat, low-salt and high-fibre cracker range; the radio ads will be timed for mealtime slots.

Promotions will be used to penetrate music programmes to reach younger women, while editorial will be sold in to talk stations catering for an older female audience.

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