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A pint-sized baker, played by award-winning comedian and writer Jason Cook, is the star of Publicis’ new campaign with savoury snack brand Jacob’s , celebrating everyday snacking moments made that little bit better.

The spots feature Jacob the Baker, inspired by a real-life baker at the Jacob’s bakery in Aintree, he’s on a mission to spread his infectious passion for baking and convince you to swap your boring, tasteless, dull snacks for something a little more wholesome, baked and tasty.

The campaign was inspired by the insight that people want to enjoy savoury snacks and crackers, which are as good as they can be and taste great because they are baked with simple wholesome ingredients.