Bread brand, Jacksons of Yorkshire, is partnering with Welcome to Yorkshire in its biggest ever promotional marketing campaign created by Cat Among The Pigeons. The initiative aims to drive awareness of Jackson’s Champion Bloomer loaves which are sold nationwide, but still made only in Yorkshire to a traditional family recipe.
The Jacksons family founded the company in East Yorkshire back in 1851 and now sell bread widely across the UK, through retailers such as Waitrose, Ocado, Tesco and Sainsbury’s. The campaign forms part of a year of celebrations at Jacksons to commemorate its 170th anniversary.
Launching this week, the Bread & Breakfast campaign includes an on-pack range promotion to win luxury Yorkshire staycations, as well as a microsite and retailer advertising. The campaign will also feature at the Great Yorkshire show and on social media. The partnership with Welcome to Yorkshire was negotiated by Cat Among the Pigeons and is the first time the tourism brand has been featured across millions of grocery packs.
A range of unique staycation prizes are available to be won that showcase the stunning coastal scenery and countryside of England’s biggest county and feature leading hotels and visitor attractions from the region. Cat Among the Pigeons also designed a Yorkshire illustration for the Bread and Breakfast campaign that can be seen across a selection of limited edition merchandise and will be offered as runner-up prizes. To further add value, everyone who enters will receive 25% off a Welcome to Yorkshire My Y membership.
Lucy Wilson, Brand Marketing Manager at Jacksons of Yorkshire commented, “We’re so excited to be launching this campaign with the ambition of encouraging the nation to get a real taste of Yorkshire. The county has been our home for the last 170 years and we’re rightly proud of our roots and cannot wait to welcome new shoppers to the brand. Cat Among the Pigeons have devised a unique campaign that is brimful of personality, just like our Champion Bloomer bread!”
James Mackenzie, Director of Strategic Delivery, at Welcome to Yorkshire said, “We are thrilled to be involved in the Bread & Breakfast campaign after a very challenging 15 months for the UK hospitality and tourism industry. We’ll be amplifying this campaign to the many fans of Yorkshire on our social media channels and look forward to it being a great success.”
Paul McGann, founder of Cat Among The Pigeons said, “We explored lots of promotional themes but this partnership seemed like the perfect choice for two brands with such a strong Yorkshire heritage. We’re sure the luxury Yorkshire staycation prizes will have huge appeal with shoppers after months of lockdown.”
