Roberts Bakery is launching its biggest-ever marketing campaign as part of its comeback from a major fire at its Northwich site last year.
The Cheshire-based manufacturer said the £1.5m campaign, entitled ‘Back to our Best’, is focussed on promoting the taste and quality that has delivered over 130 years of baking success for the brand.
Consumers across key distribution areas are targeted with a powerful comeback message, it noted, and encouraged to get reacquainted with its ‘freshest, softest family recipe, baked the Roberts way’.
The campaign includes a TV ad running for eight weeks from 9 September featuring 25 staff at the Northwich site, aka the Red Rose Bakery, which is now fully functional again.
Extensive retail and OOH activations will also be rolled out on the likes of bus-sides, digital advertising, point of sale, and customer sampling, as well as PR support across Cheshire, Staffordshire, Greater Manchester, Merseyside, and the Midlands. The Red Rose Bakery’s ‘iconic’ cooling towers are also being utilised to promote the brand’s comeback to the local community.
“Leading the business through a tough year and rebuilding our plants has been a big challenge,” commented commercial director Melody Chapman. “We are so proud of our campaign, working with our own operations team to pull the TV advert together aligns with our company values of community and togetherness.
“We’re back with our best recipe on shelves now’ is a clear message to our customers that they can trust our products are back to the superior quality they know and love,” Chapman added.
Last November, Roberts revealed its ‘most important operational overhaul in decades’ including relocation of its Little Treats biscuit production to a factory in nearby Winsford and creation of a Centre for Excellence for bread in Northwich and one for specialty breads at its bakery over in Ilkeston, Derbyshire.
In its latest financial results for the year to 25 August 2023, Roberts reported sales were up by 8% to £96m compared to £88.9m in FY22.
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