Pladis has unveiled a significant summer marketing push for its premium Carr’s brand.


Developed to help consumers tackle nervousness around hosting, the £2.5 million Crack On marketing campaign will feature recipe inspiration from new brand ambassador, celebrity chef, Lisa Faulkner, plus a prominent partnership with Deliveroo.

The Crack On campaign will roll out across social media, PR and sampling activity, plus a packed calendar of summer experiential events.

“Our Carr’s brand has long been a must-have component of after dinner cheese boards,” said Leighton Wall, marketing director – savoury, at pladis UK&I. “Now, we’re on a mission to showcase the incredible versatility of these humble crackers and demonstrate that, with Carr’s, hosting friends and family needn’t be a formal event.”