Jacob’s engraves iconic Malaysian heroes on its crackers for Independence Day campaign

Several contemporary heroes of Malaysia figure in a new Independence Day campaign for Jacob’s cream cracker. ‘The Original Cream Cracker Celebrates Original Malaysians’ campaign has been created by Publicis Groupe Malaysia paying homage to many figures from the worlds of politics, sports and entertainment. 

After a lot of trial and error, the brand settled on laser-engraving the crackers.
The campaign will continue till Malaysia Day on September 16. Other elements include specially created packaging with the Malaysian icons and the opportunity to get a personally engraved cracker at select retail outlets. 

Mondelez International Malaysia’s head of corporate and government affairs Raja Zalina Raja Safran said: “Jacob’s biscuits have been in Malaysia for 66 years, even before Malaysia gained its Independence in 1957. 

“Because of its long-standing presence in Malaysia, Jacob’s has always been known as the original cream cracker by consumers. The way we manufacture Jacob’s crackers may have evolved over time, but the one thing that has remained the same is its original recipe and distinctive taste, which our loyal fans know so well.  

“This is our way of celebrating the rich history of our nation and looking back upon what has been accomplished thus far. This Merdeka, we could do with more of such reminders about all the things that make Malaysia great.”


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