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Disrupting routines to deliver a cracking night in

The Challenge

Raise awareness of their new product, Cracker Crisps, by bringing the ATL campaign to life in the real world - with mass reach, and Jacob’s bold personality.

Real World Thinking

Jacob’s Cracker Crisps providea 'cracking night in' so we needed a bold moment to make the evening amazing; to create something memorable, and full of character that would disrupt the rush-hour journey home, whilst driving mass trial of the new products.

The Execution

Taking inspiration from the TV, Sense created a singing, dancing, giant Cracker Crisp packet and took it on tour to commuter hotspots across the UK, with a team of back-up dancers.
The sampling took the form of a reverse busking scenario offering consumers the opportunity to take a pack from our performance to enjoy at home in a fresh new way.

The Results
648,000+ packets of Cracker Crisps distributed
951,000+ social media impressions
+87% product recall 4 weeks post
jacobs cracker crisps dance sampling crackin'
jacobs cracker crisps dance sampling crackin'
jacobs cracker crisps dance sampling crackin'
jacobs cracker crisps dance sampling crackin'
jacobs cracker crisps dance sampling crackin'
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