The campaign, which promotes the brand as a quirky snack, is designed to increase awareness of the Tuc brand and individual Tuc products. Two ten-second ads continue last year's successful campaign that used the short advertising format.
Jacob's has doubled the marketing budget for Tuc to £2 million. The campaign is limited to TV and will run for a month. Media planning is by Starcom Motive and buying by Carat.
The TV executions contain more humour than last year's campaign. The first, entitled "gravity", is for Tuc Original and shows a Tuc biscuit floating in a starry night sky, with an astronaut-style voiceover declaring: "Tuc Original now has a lighter texture." The endline is: "Tuc. Tuc in."
Graham Hunter, the marketing director for Jacob's, said: "We know from the success of last year's campaign that Tuc is very responsive to the ten-second format, and TV will be a key means to drive penetration levels even further."
The campaign was written by Paul Williams, art directed by Peter Cheeseman and directed by Finkbomb.