Jacksons of Yorkshire launches on pack promotion

Leading bakery brand Jacksons of Yorkshire has announced the launch of an on-pack promotion, championing the brand’s famous Yorkshire spirit.

Recently named as the country’s fastest growing bread brand [Nielsen, volume data to 15 June], Jacksons of Yorkshire’s campaign will go live on 14 August across SKUs in its core range of full-sized Bloomer loaves.

Soft White, Multigrain Brown, Multiseed, Super Seeded and Bloomin Both loaves will display the Great British Breaks creative, which will see consumers winning cash prizes every day to spend on staycations. A £200 prize is available daily for eight weeks with each winner being entered into a final prize draw, with one overall champion cashing in on £2,000.

“The Great British Breaks campaign is an opportunity for Jacksons to shout about its proud, Yorkshire heritage. We’re still based in the heart of Hull and have been since 1851, when William Jackson opened his first shop,” Helena Wright, marketing and NPD director at Jacksons of Yorkshire, commented.

“With staycations remaining a very popular option for British families, our campaign taps into that trend, handing out cash prizes to go towards a British break of the winner’s choice. Obviously, our top pick would be a glorious Yorkshire getaway! Where would you go?

Wright added that investment in the brand, new listings and increased distribution have all contributed to Jacksons of Yorkshire becoming the nation’s fastest growing bread brand.

“It’s an exciting time for Jacksons and we’re looking forward to welcoming more new users into the brand as a result of this activation,” she said.

The Great British Breaks campaign will be supported by in-store POS, digital and social activity to raise awareness amongst consumers and drive them to fixture.

The campaign is live in store for eight weeks. To enter, shoppers need to simply purchase a participating loaf, scan the QR code on pack and enter their details. Proof of purchase is required.