Frank Roberts & Sons has launched its biggest-ever TV and multi-channel marketing campaign this September.
The campaign, ‘Back to our Best,’ is part of a £1.5m promotional drive focused on the remarkable taste and quality that has delivered over 130 years of baking success for the brand. It has targeted consumers with a powerful comeback message across its key distribution areas.
It had been a challenging 12 months for the bakery, which was impacted by a fire at its Northwich site last June, seriously disrupting production.
The Red Rose bakery is now fully functional again, and this new campaign celebrates by encouraging consumers to get reacquainted with its freshest, softest family recipe, baked the Roberts way.
The TV ad features 25 Roberts staff from the site, nodding to the resilience of their employees and their families.
Bakery Operative Trevor Stubbs had the only speaking role in the TV advert. When he was told he had been chosen for the part, he was happy and grateful for the opportunity to represent the business.
The fully integrated campaign will run on TV from this September, in addition to extensive retail and OOH activations, including bus-sides, digital advertising, point of sale, customer sampling, and PR support in the critical trading areas across Cheshire, Staffordshire, Greater Manchester, Merseyside, and the Midlands.
The Bakery has also utilised the iconic cooling towers at its Northwich site to announce its return to the local community.
“Leading the business through a tough year and rebuilding our plants has been challenging. We are so proud of our campaign; working with our operations team to pull the TV advert together aligns with our company values of community and togetherness,” said Commercial Director Melody Chapman.
‘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.”
CEO Bill Thurston agreed that they had been building a solid future for the business.
“It is an exciting campaign that will reaffirm our enduring commitment to quality and tell all our stakeholders—investors, customers, and consumers—that we are back to our best in product, baking infrastructure, and ambition.”
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