This shouldn't have happened. There wasn't a brief out at the time.
But Jacobs Cream Crackers were a client of Euro RSCG and also a favourite accompaniment to a 'nice bit of Wensleydale' for Wallace. It was a natural fit.
So the script was written, it got bought and Wallace & Gromit appeared on UK TV screens for the first time in a commercial.
Agency / Euro RSCG London