Bakery bids to turn nation on to ‘soft and fluffy’ bread

A CHESHIRE bakery has embarked on its first ever television advertising campaign to support investment in a white bread rebrand as ‘soft and fluffy’.

Northwich company Roberts Bakery has developed on TV and three radio advertisements featuring familiar family situations with the them ‘ bring out their soft and fluffy side’.

Key peak time slots with ITV Central-West started in January around popular shows including Coronation Street and Emmerdale, supported by radio spots across regional networks including Signal 1.

Large format online display ads will also carry the TV ad, with social media support across Facebook for a fully integrated campaign. The initial activity is scheduled to run until late February.

MediaCom North in Manchesterhas been appointed as Roberts Bakery’s media agency to deliver a fully integrated campaign across TV, online display and social media.

The creative was produced by Wilmslow agency Driven and PR support is being provided by, Manchester based, Democracy.

Mike Roberts, deputy chairman of Frank Roberts and Sons, said: “The business is entering 2015 with a sense of optimism and enthusiasm.

“People are buying more Roberts Bakery products, which has fuelled the business to make an investment in the new bread plant, widen the distribution base and to invest in the new TV campaign focusing on the popularity of our white bread.”

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