First, some
CONTEXT
Jacksons started as a family bakery in Yorkshire and then, six generations later, became a UK-wide bread brand stocked in Sainsbury’s, Asda, Waitrose, Tesco, Morrisons and more.
It always helps to put a face to a name. 👇
Jacksons have got their bread nailed down , but the same couldn’t be said for their social media marketing. We put two and two together - we know a thing or two about a social media strategy, and we bloody love bread, so… hiya 👋
After analysing Jacksons’ current social channels to understand their audience, whether what they’d been doing was working, what their competitors were doing, and what the industry was doing… we figured out what Jacksons should be doing.
Enter: big social media strategy piece.
OUR
APPROACH
We put that big strategy piece to work.
Our goal: strengthen the brand positioning and increase product consideration.
To do this, we focused on three main areas:
Strengthen the brand (visually and through TOV)
Create content pillars
Lead with creative campaigns
STRENGTHENING THE BRAND
People needed to know who Jacksons were and what they looked like. Their feed had taken on a more child-like approach. Using bright colours and heavily featuring children and parents.
But if you look at the Jacksons brand, this isn’t reflective of them as a brand.
So we focused on creating content that looked more like Jacksons. Using their brand cues, colours, fonts, TOV, and packs. Basically, content that Jacksons could own.
jacksonsbread
YOOOOOORKSHIRE
Beyond the visuals, one of Jacksons' brand differentiations is that they were born and still based in Yorkshire. We could use this to push their identity further:
More Yorkshire-based photography (including landscapes and scenery that people associate with Yorkshire)
Working with local Yorkshire-based influencers
Including some of that friendly Yorkshire slang and humour in their TOV
Using well-known Yorkshire-isms - Y'know, a cuppa and toast. A chip butty. A good ol’ chin-wag over a sarnie.
jacksonsbread
CONTENT PILLARS
One of the early findings was that the organic social content needed to be more strategic and structured. Every post needed a purpose to help increase awareness.
We created new content pillars. Not as restrictions, but to ensure the most important messages were threaded throughout.
This allowed us to trial new content formats (to see what resonated with the core audience) whilst making sure we stayed on topic.
We found Instagram polls went down really well with the Jacksons audience. Whether it’s the best butty or what components are essential on a full english, we pushed the Jackson’s branding, and the audience got involved.
jacksonsbread
INFLUENCER MARKETING
One of the new content pillars focused on inspiring recipes and usage occasions for Jacksons bread. We know what you’re thinking; it’s bread. We know how to use bread. BUT, until you come across some of these elite toastie accounts, you’ve NO IDEA. Let us tell you.
This pillar brought the opportunity to work with relevant influencers who are a dab-hand at using bread in their recipes and making everyone and anyone want to do the same (including us. We found this a very, very, hard task).
CREATIVE CAMPAIGNS
Social media campaigns allow you to share one consistent message, usually with one goal in mind. They can last as long as you like and can be executed in all different ways—influencer-driven, including the audience and sharing user-generated content, led by a specific hashtag, or all of the above.
In January 2025, Jacksons had a rebrand. One of the more standout design changes was the addition of the rolling Yorkshire Hills on to their packs.
The rebrand happening in January - a time of the year when everyone's up for a bit of a shakeup and keen to get out and about after Christmas. So we created a social campaign that encouraged getting out into the fresh air with Jacksons positioned as the perfect companion to power you through whatever you have planned. Powered By Jacksons.
POWERED BY JACKSONS
‘A simple slice, or loaded and filled. Can be wrapped and packed for those weekend hikes, enjoyed with a morning brew before the day begins or lathered in toppings to refuel after exercise.’
The visual mood board we created for this campaign featured outdoorsy hiking/picnic/pack-up shots amongst the rolling hills of Yorkshire to tie in with their new packs. And, as you can see from the content below, we added the addition of a pup too!
The goal of this campaign was to increase awareness of Jacksons’ rebrand and strengthen their association with Yorkshire.
We worked with local influencers, completed an outdoors photoshoot in the Yorkshire moors and partnered with local brand Wensleydale Creamery.
AND
DID IT WORK?
In just six months of working on Jacksons' Instagram:
FANCY A
CHAT?
If you need help with your social media marketing, drop us an email.
First, some
CONTEXT
Jacksons started as a family bakery in Yorkshire and then, six generations later, became a UK-wide bread brand stocked in Sainsbury’s, Asda, Waitrose, Tesco, Morrisons and more.
It always helps to put a face to a name. 👇
Jacksons have got their bread nailed down , but the same couldn’t be said for their social media marketing. We put two and two together - we know a thing or two about a social media strategy, and we bloody love bread, so… hiya 👋
After analysing Jacksons’ current social channels to understand their audience, whether what they’d been doing was working, what their competitors were doing, and what the industry was doing… we figured out what Jacksons should be doing.
Enter: big social media strategy piece.
OUR
APPROACH
We put that big strategy piece to work.
Our goal: strengthen the brand positioning and increase product consideration.
To do this, we focused on three main areas:
Strengthen the brand (visually and through TOV)
Create content pillars
Lead with creative campaigns
STRENGTHENING THE BRAND
Their current efforts on social media weren’t returning them with the same level of engagement.
After looking at where their audience and competitors were and where the biggest opportunity for this industry is, we recommended that Tubbz focus on Instagram, TikTok and YouTube.
These platforms allow them to be creative, create a strong brand identity (especially visually) and speak with their target audience through organic and paid content.
jacksonsbreadYOOOOOORKSHIRE
As a fun collectibles brand with a huge gamer audience, they created very little games-focused content, e.g., challenges, polls, question cards and trends.
To connect more with their target audience and lean into their playful personality, we recommended they make engagement-led, game-themed content part of their content pillars.
jacksonsbreadCONTENT PILLARS
Their product videos were creative, but had become a bit formulaic and repetitive. Although this consistency has its benefits by allowing the audience to associate the style with the brand, it doesn’t do anything to bring in new audiences and keep the current audience continually engaged.
We recommended that Tubbz mix up their product videos with fun transitions, new backgrounds (which, where possible, relate to the character), and upbeat music. All of this helps to bring the characters to life through the setting you put them in and entertain your audience with fresh short-form videos that keep them watching, following, and engaging.
jacksonsbreadINFLUENCER MARKETING
Their product videos were creative, but had become a bit formulaic and repetitive. Although this consistency has its benefits by allowing the audience to associate the style with the brand, it doesn’t do anything to bring in new audiences and keep the current audience continually engaged.
We recommended that Tubbz mix up their product videos with fun transitions, new backgrounds (which, where possible, relate to the character), and upbeat music. All of this helps to bring the characters to life through the setting you put them in and entertain your audience with fresh short-form videos that keep them watching, following, and engaging.
CREATIVE CAMPAIGNS
One driver for recent success was a trend called Duck Duck Jeep. In the US, people bought rubber ducks and placed them on other’s Jeeps as part of the Jeep community fun. Yes, seriously.
This was the perfect opportunity for Tubbz to bring the trend to social media and encourage more people to get involved by increasing awareness of what was happening. It also directly attached Tubbz’s name and products to this trend, meaning people are more likely to pick up Tubbz ducks when getting involved.
Beyond the Jeep Ducking trend, Tubbz had an opportunity to jump on more trends as part of their social media approach. Creating content based on relevant trends increases the chances of it getting seen (by new audiences, too) and positions you as a fun, relevant brand, giving people another reason to follow your channels and invest in your brand.
POWERED BY JACKSONS
‘A simple slice, or loaded and filled. Can be wrapped and packed for those weekend hikes, enjoyed with a morning brew before the day begins or lathered in toppings to refuel after exercise.’
The visual mood board we created for this campaign featured outdoorsy hiking/picnic/pack-up shots amongst the rolling hills of Yorkshire to tie in with their new packs. And, as you can see from the content below, we added the addition of a pup too!
The goal of this campaign was to increase awareness of Jacksons’ rebrand and strengthen their association with Yorkshire.
We worked with local influencers, completed an outdoors photoshoot in the Yorkshire moors and partnered with local brand Wensleydale Creamery.
AND
DID IT WORK?
In just six months of working on Jacksons' Instagram:
FANCY A
CHAT?
If you need help with your social media marketing, drop us an email.
First, some
CONTEXT
Jacksons started as a family bakery in Yorkshire and then, six generations later, became a UK-wide bread brand stocked in Sainsbury’s, Asda, Waitrose, Tesco, Morrisons and more.
It always helps to put a face to a name. 👇
Jacksons have got their bread nailed down , but the same couldn’t be said for their social media marketing. We put two and two together - we know a thing or two about a social media strategy, and we bloody love bread, so… hiya 👋
After analysing Jacksons’ current social channels to understand their audience, whether what they’d been doing was working, what their competitors were doing, and what the industry was doing… we figured out what Jacksons should be doing.
Enter: big social media strategy piece.
OUR
APPROACH
We put that big strategy piece to work.
Our goal: strengthen the brand positioning and increase product consideration.
To do this, we focused on three main areas:
Strengthen the brand (visually and through TOV)
Create content pillars
Lead with creative campaigns
STRENGTHENING THE BRAND
Their current efforts on social media weren’t returning them with the same level of engagement.
After looking at where their audience and competitors were and where the biggest opportunity for this industry is, we recommended that Tubbz focus on Instagram, TikTok and YouTube.
These platforms allow them to be creative, create a strong brand identity (especially visually) and speak with their target audience through organic and paid content.
jacksonsbreadYOOOOOORKSHIRE
As a fun collectibles brand with a huge gamer audience, they created very little games-focused content, e.g., challenges, polls, question cards and trends.
To connect more with their target audience and lean into their playful personality, we recommended they make engagement-led, game-themed content part of their content pillars.
jacksonsbreadCONTENT PILLARS
Their product videos were creative, but had become a bit formulaic and repetitive. Although this consistency has its benefits by allowing the audience to associate the style with the brand, it doesn’t do anything to bring in new audiences and keep the current audience continually engaged.
We recommended that Tubbz mix up their product videos with fun transitions, new backgrounds (which, where possible, relate to the character), and upbeat music. All of this helps to bring the characters to life through the setting you put them in and entertain your audience with fresh short-form videos that keep them watching, following, and engaging.
jacksonsbreadINFLUENCER MARKETING
Their product videos were creative, but had become a bit formulaic and repetitive. Although this consistency has its benefits by allowing the audience to associate the style with the brand, it doesn’t do anything to bring in new audiences and keep the current audience continually engaged.
We recommended that Tubbz mix up their product videos with fun transitions, new backgrounds (which, where possible, relate to the character), and upbeat music. All of this helps to bring the characters to life through the setting you put them in and entertain your audience with fresh short-form videos that keep them watching, following, and engaging.
CREATIVE CAMPAIGNS
One driver for recent success was a trend called Duck Duck Jeep. In the US, people bought rubber ducks and placed them on other’s Jeeps as part of the Jeep community fun. Yes, seriously.
This was the perfect opportunity for Tubbz to bring the trend to social media and encourage more people to get involved by increasing awareness of what was happening. It also directly attached Tubbz’s name and products to this trend, meaning people are more likely to pick up Tubbz ducks when getting involved.
Beyond the Jeep Ducking trend, Tubbz had an opportunity to jump on more trends as part of their social media approach. Creating content based on relevant trends increases the chances of it getting seen (by new audiences, too) and positions you as a fun, relevant brand, giving people another reason to follow your channels and invest in your brand.
POWERED BY JACKSONS
‘A simple slice, or loaded and filled. Can be wrapped and packed for those weekend hikes, enjoyed with a morning brew before the day begins or lathered in toppings to refuel after exercise.’
The visual mood board we created for this campaign featured outdoorsy hiking/picnic/pack-up shots amongst the rolling hills of Yorkshire to tie in with their new packs. And, as you can see from the content below, we added the addition of a pup too!
The goal of this campaign was to increase awareness of Jacksons’ rebrand and strengthen their association with Yorkshire.
We worked with local influencers, completed an outdoors photoshoot in the Yorkshire moors and partnered with local brand Wensleydale Creamery.
AND
DID IT WORK?
In just six months of working on Jacksons' Instagram:
FANCY A
CHAT?
If you need help with your social media marketing, drop us an email.
DIGITAL MARKETING DONE RIGHT
DIGITAL MARKETING DONE RIGHT
DIGITAL MARKETING DONE RIGHT
© Good and Proper Marketing Limited. All rights reserved, 2026.
© Good and Proper Marketing Limited. All rights reserved, 2026.
The Faversham, 1-5 Springfield Mount, Leeds, West Yorkshire, LS2 9NG
The Faversham, 1-5 Springfield Mount, Leeds, West Yorkshire, LS2 9NG