Jason’s Sourdough has unveiled its first national TV advertising campaign, a multi-million-pound initiative designed to continue growth of the Geary’s Bakeries-owned brand.
The advert – which stars fourth-generation master baker Jason Geary alongside his 45-year-old mother culture ‘Sidney’ – debuts tonight on Channel 4 during The Great British Bake Off. It is running for six weeks, supported by a fully integrated plan spanning radio, outdoor, retail activation, press, digital and social.
Set to the 1960s track Bread & Butter by The Newbeats, the ad features a tongue-in-cheek look at bespectacled Geary’s everyday obsessions, from his adjusting of a picture frame and checking on his sourdough starter to selecting a loaf slice for breakfast toast with jam. Jason’s said this highlights the dedication behind baking bread that stays true to the brand’s mission of making proper sourdough through a 24-hour fermentation process.
It was created by Leeds based creative agency Finn Communications, produced by Manchester-based Chief Productions, directed by Olivier Richomme, and media planned and booked by Alchemy Media.
“This is an exciting time for us,” said Geary, who assumed the master baker role at the 119-year-old firm in 2005. “To see Jason’s Sourdough on national TV, and during the Bake Off, feels like a pinch me moment. What started as a family passion for baking has now become the UK’s No.1 sourdough brand, and this campaign lets us share that obsession of proper sourdough with millions of households across the country.”
Geary noted that caring for a sourdough starter is a lifelong commitment. “It’s a bit like looking after a real-life Tamagotchi where constant attention and dedication is required,” he said. “But in return, it gives us something truly special, and we’re thrilled to share this with the nation through our TV campaign.”
The launch builds on the success of Jason’s Sourdough Creations and Everyday Seeded Protein Rolls, launched in June, and the introduction of Proper Sourdough Crumpets and unsliced boules rolled out in recent weeks. The product portfolio would continue growing, confirmed the company, which has also collaborated with Toast Brewing on a limited edition beer made with surplus bread.
These all followed the June opening of Geary’s new £36m custom-built bakery in Glenfield, Leicester, that is set to double production capacity.
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