Leeds-based creative agency Finn has unveiled a new multi-million-pound campaign for Jason’s Sourdough, to celebrate the founder’s lifelong passion for sourdough.
An Everyday Obsession is fuelled by founder Jason’s genuine love of sourdough. It’s a celebration of ritual, craft and the quiet satisfaction of doing something properly, every single day.
At the heart of the campaign is a new TV advert that dives into Jason’s world. At home, everything connects back to sourdough – from the news he reads to the walls around him. Even his original mother culture is locked away in a vault, the ultimate symbol of dedication.
Set to the nostalgic 1960s track Bread & Butter by The Newbeats, the ad blends Jason’s calm morning routine with a playful, uplifting energy.
Launching with a flagship spot in ‘Bread Week’ of Great British Bake Off tonight (16th September), it’s the first time the brand has been on TV nationally.
The campaign will also be rolling out across TV, VOD, radio, out-of-home, premium publisher digital, social, influencer and in-store. Media planning and buying is led by Alchemy Media and the strategy centres around pulling audiences into Jason’s sourdough obsessed world and driving home one message: Jason’s Sourdough is an everyday obsession.
An Everyday Obsession also marks a new chapter in the five-year creative partnership between Jason’s Sourdough and Finn. Since teaming up, the brand has grown from £5 million to over £100 million in value, driven by a consistent commitment to quality, authenticity, and storytelling.
Finn has designed the latest campaign to build on that momentum and remind customers that at the heart of the brand is the beauty of dedication, the art of sourdough and a family-feel.
Chris Weston, creative director at Finn, said: “Our challenge was to capture Jason’s obsessive dedication to sourdough in a way that felt true to him and the brand. A glimpse into his morning routine says it all, from the meticulous inspection of each slice to the careful nurturing of his Mother Sourculture, moments that embody the relentless care and craft behind every loaf.
“Paired with one of the catchiest tunes in history, the campaign shows why Jason’s sourdough is worth waking up for.”
Bridget Moore, founder at Alchemy Media, said that the prestigious Bake Off launch slot was part of a wider premium strategy: “Our strategy is centred on building brand fame by telling Jason’s authentic story in contextual, high-quality media environments to forge emotional connections with a wider base of category buyers. By aligning Jason’s with premium, high-impact platforms, we’re ensuring the brand doesn’t just stand out, it sets the standard.”
Barry Dawber, sales and marketing director at Jason’s, added: “From the beginning of the process, this was a fantastic team effort and everyone involved really captured the essence of what Jason’s Sourdough, and Jason himself, are all about. We’re delighted with the end result and excited for the campaign to kick in and help the brand’s continued growth.”
