Roberts Bakery has teamed up with Brazilian street artist Mateus Bailon to promote its recent rebrand.
The bakery said the collaboration with the artist, who has painted illustrations of exotic plants and birds across its delivery fleet services, was a first for the bread category.
Bailon’s work has been showcased in galleries around the world and he has been commissioned by brands such as Parisian department store Printemps, Japanese fashion label Onitsuka Tiger and the Elton John Aids Foundation.
Roberts announced a relaunch in September 2017, featuring new branding and NPD including gin & tonic-flavoured fun buns and wrapped bloomers.
The bakery has previously promoted the move with activity including a Sky High Tea event above Manchester’s Etihad Stadium.
“Collaboration within a fashion context has been around since the mid-1990s but this is the first time there has been a street art link-up within the bakery category, let alone a fleet of delivery vehicles,” said Roberts Bakery managing director Stuart Spencer-Calnan.
“Our collaboration with Mateus will also further strengthen the Roberts brand and our exciting new product offering amongst millennials - brightening up urban areas and bringing a smile to their faces. It brings to life our ethos and new identity and literally allows us to take them on the road for all to see.”
In an exclusive interview with British Baker, Spencer-Calnan said the next phase of the relaunch would be announced in May this year.