Brand Tracker

Welcome to the automated Brand Tracker diaries.

Ireland

Jacob’s Launches New ‘Bakes It Better’ Platform with Boys + Girls

Brand: Jacob’s

Campaign: Bakes It Better

Source: https://www.adworld.ie/2026/09/11/jacobs-launches-new-bakes-it-better-platform-with-boys-girls/

Goal: To reflect contemporary family life in a relatable way.

Claim: Baked with care and eaten with love.

Media: TV, VOD, social, digital

Summary: Jacob’s has launched its new campaign 'Bakes It Better' created by agency Boys + Girls, focusing on relatable family moments and the comfort of Jacob’s biscuits, through the humorous lens of everyday family life. The initial film, 'Dinosaur', depicts a father's efforts to celebrate his daughter's love for dinosaurs which takes a humorous turn when she suddenly prefers unicorns instead, showcasing the warmth that Jacob’s products can bring to imperfect situations.

United States

Newman’s Own and the Necessary Balance of Product and Purpose

Brand: Newman’s Own

Campaign: Great Ingredients. Greater Purpose

Source: https://www.adweek.com/brand-marketing/newmans-own-and-the-necessary-balance-of-product-and-purpose/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=5

Goal: To appeal to a new generation of consumers and emphasize product quality alongside philanthropy.

Claim: Great Ingredients. Greater Purpose

Summary: The article discusses Paul Newman's founding of Newman's Own, which emphasizes both high-quality food products and charitable giving. It highlights the challenges faced by the brand's new CMO, Mark Anthony Edmonson, in attracting younger consumers while balancing the brand's purpose-driven identity.

consumer engagement food brand philanthropy