Leeds’ Powerhouse, alongside Harrogate-based Alchemy Media and Red Brick Road, will be leading the creative production of the first ATL campaign for Hull bakery Jacksons of Yorkshire, signalling a major shift in the brand’s business strategy.
Over the past 12 years, Jacksons has grown organically into a £22m brand with minimal marketing investment. Now, with an ambitious growth plan in place, it’s set its sights on taking a bigger slice of the category.
The campaign will showcase Jacksons of Yorkshire’s heritage, commitment to quality ingredients, and dedication to crafting larger, fresher portions with no added preservatives. it will span across multiple channels, including TV, social media, PR and in store during the first burst.
The campaign will feature a 30-second TV and digital spot, Jacksons’ first, with an additional 10-second TV ad, supported by social media, PR content and a shopper marketing toolkit, as well as internal communications assets.
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“We are thrilled to be working with the team at Powerhouse,” said Helena Wright, marketing and NPD director at Jacksons Bakery. “Our Jacksons of Yorkshire brand is currently the fastest growing brand in the plant bread category (+19% growth YoY*), and this campaign marks a step change in our support of the brand. This will be the first time our brand airs on TV, offering a tremendous opportunity to reach millions across the UK and show viewers why they should choose our generously baked loaves.
“Bringing onboard partners like Powerhouse, who understand and are genuinely passionate about our vision for the brand, strengthens the campaign we’re delivering.”
The key objectives of the campaign are to increase brand awareness among target audiences and encourage a shift in consumer purchasing behaviour, prompting them to choose Jacksons of Yorkshire bread.
“We’re truly honoured to be working with a Northern brand like Jacksons of Yorkshire at such a pivotal time in their journey,” said Rebecca Jones, client services director at Powerhouse. “Their focus on quality baking and togetherness aligns perfectly with our values of craftsmanship and community, making this an ideal partnership.”
