Roberts Bakery launches £1.5m comeback campaign

Frank Roberts & Sons is launching its biggest-ever TV and multi-channel marketing campaign as part of a £1.5m promotional drive this September.

The campaign, entitled ‘Back to our Best’, will focus on the remarkable taste and quality that has delivered over 130 years of baking success for the brand, targeting consumers across its key distribution areas with a powerful comeback message.

It’s 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 is a celebration, encouraging consumers to get reacquainted with its freshest, softest family recipe, baked the Roberts way.

In a nod to the resilience of their employees and the family, the TV ad features 25 Roberts staff from the site. The only speaking role in the TV advert went to Bakery Operative Trevor Stubbs. When told he had been chosen for the part, he said: "I'm so happy and grateful for the opportunity to represent the business.”

The fully integrated campaign will run on TV from 9th September for 8 weeks, in addition to extensive retail and OOH activations, including; bus-sides, digital advertising, point of sale, customer sampling, and PR support in the key trading areas across Cheshire, Staffordshire, Greater Manchester, Merseyside and the Midlands.

The Bakery is also utilising the iconic cooling towers at its Northwich site to announce it return to the local community.

Commercial Director Melody Chapman commented: “Leading the business through a tough year and rebuilding our plants has been a big challenge. 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.”

CEO Bill Thurston agreed: “We are building a strong future for the business. It is an exciting campaign that will reaffirm our enduring commitment to quality and will tell all our stakeholders - investors, customers, and consumers - that we are back to our best in product, baking infrastructure, and ambition.”