Bertinet Bakery has launched its first national brand campaign, which aims to make sourdough part of a slower Sunday ritual.
The sourdough specialist pointed to results from recent research it commissioned from Censuswide that found 65% of the 2,000 UK adults surveyed saying they eschewed a late lie in and were up before 9am on a Sunday.
With the clocks set to turn back at the end of next week (Sunday 29 October), the business intends to inspire the nation to make the most of the extra hour in bed while enjoying sourdough for breakfast.
Read: Supermarket sourdough – how major retailers are meeting demand
A highlight of the campaign is an outdoor breakfast in bed experience at London’s Southbank on Wednesday 25 October. Members of the public are invited to pop down between 10:30am to 3pm for a chance to enjoy a complimentary breakfast menu starring three varieties of the bakery’s sourdough bloomers, whilst relaxing on a giant bed.
The three loaves – Potato, Polenta & Onion, Rustic Country White, and Seven Seeds & Grains – were recently launched as sliced half-bloomers into Waitrose, coinciding with Sourdough September celebrations.
Author and The Sourdough School founder Vanessa Kimble is said to have put her magic touch on the breakfast menu, focusing on dishes that compliment and hero the taste and texture of sourdough. Dishes include:
- Boiled Eggs with Croque Monsieur Soldiers – a classic breakfast with a twist, creating soldiers using bechamel sauce and grated cheese
- Savoury Masala French Toast – eggy bread with onions, chilli, and turmeric, served with a zingy green chutney
- Avocado Toast and Sweetcorn Salsa – a perfect balance of whipped avocado and a hint of spice
- Ultimate Open BLT with a Twist – bacon, lettuce and tomatoes, topped with a classic vinaigrette and beetroot hummus
“Our first national campaign is a stake in the ground for Bertinet Bakery and we can’t wait to spur on the sourdough movement,” commented Sophia Halberstam, senior marketing manager at Bertinet Bakery. “We recently launched our sourdough half-bloomers and the real Sunday campaign will support consumer discovery of those, and help carve out a frequent occasion for consumers to try.”
The company noted sales of its range sourdough loaves and bloomers, now stocked by Waitrose and Ocado, had increased by 35% over the past 12 months, according to TBF Sales Out data for September 2022 vs September 2023. It had also enjoyed a 59% rise in distribution points, as per Retailer EPOS data over the same period.
Supporting the growing distribution, Bertinet Bakery’s wider campaign will leverage OOH retail media across 14 locations, influencer content and PR to further build the brand’s awareness, it said.
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