Pladis’ Jacob’s Mini Cheddars brand is returning to screens nationwide as part of a drive to build brand awareness among younger adults, with its ‘Welcome To Cheddar Town’ campaign.

Running on TV screens and VOD until late March, the campaign will be further supported across cinema and social media, bolstering brand relevancy amongst younger shoppers and families.

“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,” said 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 snacks (Nielsen).

“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.”