pladis puts Jacob’s Mini Cheddars back on air

pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is returning its £90M1 Jacob’s Mini Cheddars brand to screens nationwide as part of a drive to build brand awareness among younger adults, with its ‘Welcome To Cheddar Town’ creative platform.

Landing on TV screens and VOD from 10th February for 7 weeks, the campaign will be further supported across cinema and social media, bolstering brand relevancy amongst younger shoppers and families.

Building on the iconic Welcome to Cheddar Town platform – which first launched in 2021 – the creative balances a dose of Jacob’s Mini Cheddars’ sunshine with contrasting humour, featuring an animated land inspired by the Jacob’s Mini Cheddars distinctive bright colour-cues and famous sunburst logo. It is centred around the fact that Jacob’s Mini Cheddars are so tasty – due to being baked with real cheese – even the cheesy characters want to get in on the action and tuck in.

“Ever since we launched our Welcome to Cheddar Town platform back in 2021, even more shoppers are taking a moment of cheeky cheesy pleasure with Jacob’s Mini Cheddars,” says Aslı Özen Turhan, Chief Marketing Officer at pladis UK&I. “And, since then, the brand has only become more popular, securing a position as a top 10 brand in crisps and snacks2.

“We want to continue building on this momentum, so we’re back on screens to encourage even more shoppers to fall in love with Mini Cheddars – and the cheeky nature of the ad creative is set to resonate with a new generation of snackers. Plus, we couldn’t resist using it as an opportunity to showcase the breadth of products we now have on offer, thanks to a busy innovation pipeline over the past few years.”

Indeed, the ad creative spotlights the choice Mini Cheddars helps retailers of all shapes and sizes add to crisps and snacks fixtures, by showcasing a trio of its bestselling SKUs. This includes Mini Cheddars Original, the brand’s popular Red Leicester variant, plus Nibblies Cheddar & Smoked Paprika – which contains 30% less fat and is just 73 kcals per individual portion.

Özen Turhan adds: “On top of our loyal fans, our range increasingly appeals to younger shoppers on the lookout for trend-led flavours, plus those wanting something a little lighter. And, with awareness set to reach an all-time high over the coming few months, there’s no better time to stock up to drive sales growth.”