Jacksons of Yorkshire launches its new brand re-positioning campaign this week, the first work to launch since Red Brick Road won the brand re-positioning brief in 2024 and 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 the launch spot urges the nation to “Rise Up” to demand better bread.
The TV ad, made and managed by Powerhouse and directed by Andy Saunders, with media planning and buying through Alchemy Media, 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 three days and ending in Hull where the bakery is based. 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, Alchemy Media 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 today (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, marketing manager at Jacksons said: “This campaign marks a step change for the Jacksons of Yorkshire 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 added: “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!”
Jessica Metzelaar-McGee, head of production at Powerhouse, said: “We’re so proud to have helped Jacksons bring their first-ever TVC to life, with filming in locations close to our roots, including Gate Hemsley, Arncliffe and the streets of Hull city centre. The team came together to deliver something truly special on an immense scale. No task was too big (pre, during or post shoot) with all agencies working collaboratively. We’re excited to see it go live and deliver great success for the brand.”
Amy Cresswell, Managing Partner of Alchemy Media said: “We’re thrilled to partner with Jacksons on their television debut—made even more special by our shared Yorkshire heritage. TV felt like the natural choice to lead the campaign; it’s the ultimate stage to launch ‘Rise Up’ and we couldn’t be prouder of what we’ve all collectively achieved.”
