Jakemans

Jakemans was established in 1907 in Boston, England (where they remain to this day) and specialises in producing quality menthol confectionery using natural ingredients and enjoyed across the globe. The business joined with Lanes Health in 2007, leaders in alternative natural remedies, and partnering with Bray Leino Media, launched its first above the line campaign in 2012 into the highly competitive and mature lozenges market. Which at that point was a category dominated by some of the most recognisable brands in the UK.

Jakemans had a niche presence with limited brand awareness (23% prompted) in the broader UK market in 2012, so our initial task was to drive awareness of this quirky, quintessential British brand to UK consumers. before then building on our successes to protect and build upon Jakemans market position to increase market share within the category and beyond. How? By increasing brand awareness to drive growth in sales and retail distribution to firmly establish and maintain, Jakemans as the leading menthol confectionery brand in the UK. 

In winter 2012-13, we launched our campaign with a modest paid media budget, focusing on linear TV through ITV as our main broadcaster, complemented by ITV Breakfast, Channel 5, and digital channels to build reach and awareness among older adults who valued the brand’s traditional flavours and strong menthol profile. The campaign's success encouraged Lanes Health to nearly double the TV media spend by 2014 and introduce OOH advertising in London, boosting awareness by a third and driving sales growth and expanded distribution.

Over the past decade, we’ve refined a ‘test and learn’ approach rooted in tracking and measurement. From regional radio trials to nationwide Broadcaster VOD campaigns, if results show cost-effective reach and frequency, we scale efforts across regions and channels to adapt to evolving media landscapes and consumer habits. Today, AV remains the cornerstone of our activity, vital for FMCG success, while we’ve expanded into OOH, audio, and digital to meet consumers wherever they are.