Having launched on 10 February, the campaign runs until the end of March with additional exposure on social media and in cinemas.
It features an animated land inspired by the brand’s bright colours and sunburst logo. It also spotlights three varieties – Mini Cheddars Original, Mini Cheddars Red Leicester and Mini Cheddars Nibblies Cheddar & Smoked Paprika.
Aslı Özen Turhan, chief marketing officer at Pladis UK&I, said: “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. And, since then, the brand has only become more popular, securing a position as a top-10 brand in crisps and snacks.
“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.”