Roberts opts for ‘soft and fluffy’ approach in first TV ad

Roberts Bakery
Roberts Bakery launches first ever TV ad
  (Photo:  )

Roberts Bakery has launched its first TV ad campaign as it rebrands its white bread as ‘soft and fluffy’. 

The advertisements focus on bringing out ‘the nation’s soft and fluffy side’, and feature a son, daughter and husband all softening up as they eat the Roberts bread.

The bakery has used the tagline: ‘Roberts Bakery - bring out their soft and fluffy side’.

This comes as the bakery has seen 11 consecutive quarters of year-on-year growth, with the brand now having a 3.2% share of the bread category, up from 2.9% a year ago (Nielsen, w/e 12 weeks December 2014).

Mike Roberts, deputy chairman of Frank Roberts & 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.”

The white loaves have also been repackaged to carry the ‘soft and fluffy’ tagline, which will be mimicked in the 2015 social media and PR campaigns.  

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