Home Campaigns Havas and Jacob’s have Launched the world’s First Biscuit Insurance

    Havas and Jacob’s have Launched the world’s First Biscuit Insurance

    Havas and Jacob’s have launched the world’s first biscuit insurance to protect the ‘good biscuits’ from thieving family and friends at Christmas.

    With the festive season approaching, so too does the arrival of the much-anticipated Jacob’s Elite seasonal range. But research undertaken by Jacob’s showed that a huge number of Christmas biscuits are pilfered early by friends and family members who just can’t resist the temptation.

    But what could be done to protect people who fall victim to seasonal biscuit theft?

    The answer is Jacob’s Elite Biscuit Insurance – the world’s first biscuit insurance policy made to give people peace of mind this Christmas season, protecting their precious tins from biscuit theft. If they find their biscuits have been stolen, consumers can simply go to www.jacobselite-biscuitinsurance.ie to make a claim. With a successful application, the policy pays out with a replacement tin of Jacob’s Elites.

    Peter O’Dwyer, ECD of Havas Dublin said: “With hundreds of claims made within the first  of launching the policy, we very quickly knew that we’d tapped into something that was immediately resonating with people – a uniquely Irish Christmas insight. And the claims received so far are proof positive that the biscuit thieves of Ireland are a crafty lot.”

    The insurance policy is supported by a series of online videos and media partnerships, with some of the stories behind the more outlandish insurance claims being shared on Jacob’s social channels.

    Angela Harding, Marketing Communications Manager, Valeo Foods said: “Jacob’s has been part of Christmas memories for generations and we’ve all experienced sitting down for an Elite Chocolate Kimberley or Mikado only to discover that they have been stolen. Jacob’s Elite Biscuit Insurance offers fans peace of mind this Christmas, so remember – when the biscuit thieves invade, we’ll come to your aid!”


    Client: Valeo Foods
    Marketing Communications Manager: Angela Harding
    Campaign Manager: Cara Kennedy

    Agency: Havas
    Executive Creative Director: Peter O’Dwyer
    Creative Director: Adrian Fitz-Simon
    Creative Team: Stephen Kelly, Aoife McCleary
    Videographer: Eimear Nolan
    Photographer: Seán Curtis
    Client Service Director: Aoife Surgeon
    Senior Account Manager: Ryan Glynn
    Senior Account Executive: Rebecca Mullen
    Head of Planning: Ashly Stewart
    Strategic Planner: Áine O’Boyle
    Digital Account Manager: Özge Özdemir
    Digital Executive: Anna Potashkina
    Senior Communications Manager: Luke Reilly

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