Baguette chain Upper Crust has launched a new range of breakfast rolls, supported by a light-hearted advertising campaign.

The SSP UK brand, which operates 68 outlets at transportation hubs nationwide, has unveiled its ‘Start Strong’ campaign to target commuters during the busy rush hour.

The campaign will involve press, outdoor, radio and in-unit activity, in addition to advertisements with straplines such as ‘Mornings are bullies, fight back’ and ‘Attack the day with a belly full of tasty’.

Sarah Jezard, chief commercial marketing officer for SSP UK, said: “This light-hearted campaign is sure to strike a chord with busy London commuters, as it really hits the spot with how many of us honestly feel in the morning. A good, hearty breakfast is essential and these adverts communicate the strength of our quality range, without being all ‘granola’ about it.”

“As Food Travel Experts, SSP leads the field in customer insight and market understanding in this sector and this campaign, based on our studies, is highly-targeted to the wants and needs of our busy Upper Crust customers. The level of investment we have put behind this campaign demonstrates our commitment to the Upper Crust brand and our aim to deliver the best quality range, all within our three-hour freshness promise.”

This is the second UK advertising campaign from Upper Crust. SSP UK developed the chain’s first-ever advertising campaign in summer 2011.