Boys+Girls Celebrate Ireland’s Christmas Traditions with Jacob’s

In a campaign developed Boys + Girls, moments of Christmas magic (and tins of Jacobs biscuits) are shared between families and friends around Ireland, illustrated beautifully within a legendary Kimberley Elites tin.

Christmas looks different in every house. Each year, new traditions are shared and old traditions evolve to create unique Christmas magic. But no matter how different Christmas looks across homes around the country, there’s one thing they all share: Jacob's biscuits are right in the middle of it.

This new creative campaign showcases 6 unique festive moments shared over Jacob’s iconic Elite range, going across 6 sheets, 48 sheets, Bus T-Sides, and a takeover of Dublin Airport’s Skybridge and Aerpods.

Because it wouldn’t be Christmas without a Mikado sitting snugly beside Rudolph’s carrot on Santa’s plate. It wouldn’t be the Toy Show without a tin of Chocolate Tea Cakes being passed eagerly along the couch. And no Christmas dinner would be complete without an 'I couldn’t… ah go on' at the mere sight of a Chocolate Kimberley.

Boys + Girls have also produced a series of radio ads, bringing some of these festive stories anchored around tins of the good biscuits to life. Live across radio and Christmas FM, the audio series focuses on real insights into the chaos, joy and beauty of sharing during the Christmas period.

“For 174 years, Jacobs has been part of Ireland’s Christmas traditions” said Maire Farrington, brand manager at Valeo, “While Christmas never looks the same from one house to the next, there’s one constant - the ritual that makes it feel like Christmas: Jacobs Elite Chocolate Kimberley biscuits. In a season full of rituals old and new, this latest Christmas campaign celebrates the enduring place Jacobs holds in Irish homes. Developed with the team at Boys + Girls, it honours the memories we all share, rekindles the magic of opening that familiar tin, and reminds people why Jacobs has been at the heart of every Irish Christmas for generations. One tin. Many memories. All bound together by Jacobs.

Said Jacob O’Driscoll, creative director at Boys + Girls, “We feel so lucky in the creative department to get briefs like this. Jacob’s isn’t a brand you simply work on. It is a legacy you inherit. And this Christmas brief followed the Mikado work and the wider Valeo campaigns, where we had already been chasing that same creative standard. As we worked through the campaign we realised these aren’t just biscuits. They are emotional props in the theatre of Irish homes, and that theatre is never more alive than at Christmas. Jacob’s is part of how Irish families remember things. Our job is to honour that place with ideas that make people smile, make them feel, and still entertain, while staying rooted in the small rituals people already hold close. I am excited to carry that into the new year with this brilliant team.”