Snack a Jacks has this month returned to TV screens for the first in over a decade with its new ‘Yumbelievable’ campaign, which aims to raise awareness around the brand’s different flavour offerings.
The PepsiCo-owned firm’s campaign will run through to 19 December, backed by what the brand is calling a ‘heavyweight investment’.
The campaign is expected to reach 91% of Snack a Jacks’ target audience with a prominent video-on-demand push set be supported by activity across all major social media and gaming platforms.
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“There could be a misconception that smarter snacking options such as rice cakes can mean a compromise on taste,” Snack a Jacks senior brand manager, Ekaterina Petrova said.
“Our ‘Yumbelievable!’ campaign looks to address this perception head-on by showing a family enjoying the different varieties of Snack a Jack rice cakes and looking surprised and delighted by the sensory experience.
She added: “It’s a fun creative which looks to champion the taste of our range and debunk the myth that choosing rice cakes means a compromise on taste. Our customers’ repeat rate is 46.3%, which shows that the great taste of Snack a Jacks has people coming back for more.”
Through the campaign, the household snack brand is also aiming to promote its latest non-HFSS offering as PepsiCo looks to align its wider portfolio with the health-conscious guidelines.
The multinational has pledged that by 2025, half of its snack sales will result from HFSS-compliant products.
