Jacksons Bread launches their new brand re-positioning campaign this week. This is the first work to launch since Red Brick Road won the brand re-positioning brief in in 2024 and marks the brand’s first appearance on TV.
The new “Rise Up” brand platform signals the quality and pride in every Jacksons loaf. Thanks to their care, craft and heritage, Jacksons know that not all bread is created equal. So, with that in mind their launch spot urges the nation to “Rise Up” to demand better bread.
The TV advert is a rallying cry. It shows the Jacksons master baker calling on the bread lovers of the UK to unite in their love of better bread.
The ambitious script was brought to life via a large-scale, complex production. Filmed at various UK locations over 3 days and ending at the Hull based bakery, with a cast and crew of over 150 people, the spot features a diverse nation of bread lovers preparing and enjoying Jacksons bread, their way!
The media strategy centres on elevating brand recognition for Jacksons by leveraging the unmatched reach and emotional impact of television as the lead medium. In partnership with ITV, they have strategically aligned the brand with some of the UK’s most popular TV programmes, ensuring the new brand positioning is prominently and effectively showcased.
Launching on Monday 19th May across ITV, ITV Breakfast, and ITVX, the 30-second TV spot takes centre stage—backed by punchy 10-second cutdowns, a high-impact print and digital partnership with Immediate Media, a striking suite of campaign photography, and exclusive behind-the-scenes content designed to fuel buzz across social media and PR.
Rachael McWilliam, Brand Manager at Jacksons said: “This campaign marks a step change for the Jackson’s brand with a bold new brand positioning, a media first for the brand and an ambitious large scale production. And we’re just getting started!”
Zoe Crowther, MD of Red Brick Road said: “This was an exciting opportunity to create a disruptive brand positioning for Jacksons. In “Rise Up” we have created a powerful ‘Red Thread’ idea that can galvanise the brand and take it to new heights!”
