Frank Roberts & Sons has launched a new TV and multi-channel marketing campaign as part of a £1.5 million promotional drive.
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.
The Cheshire bakery was impacted by a fire at its Northwich site last year, which disrupted production, and has led to a multi-million pound investment into the site facilities to enable the business to be fit for the future.
The campaign invites consumers to get reacquainted with its freshest, softest family recipe, baked the Roberts way.
To make sure the TV advert was an authentic reflection of life in the bakery it features 25 Roberts staff including fifth-generation Roberts family members.
Bakery operative Trevor Stubbs attended a casting in Manchester to win the only speaking part, alongside professional actors bidding for a role. He said: “I was just immensely proud to represent the business in this way after a hard year.”
Filmed entirely on location in Northwich in just one day, the advert tells the story of the staff’s pride in the bakery and joy at getting back to baking brilliance.
The fully integrated campaign will run on TV for another seven 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.
Commercial director Melody Chapman said: “Leading the business through a tough year and rebuilding our production plants has been a 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.”
Frank Roberts & Sons was established in 1887 and now employs over 700 people serving a mix of national branded retail, own-label, food-to-go, and food service customers under its key brands – Roberts Bakery and Roberts Biscuits.
