Shining a light on all that’s remarkable about Roberts bakery, the brand has just launched an advertising campaign to brilliantly bust bread boredom with a fun and fantastical peek at what goes on behind its doors.
Hitting screens across ITV Central, Granada and Yorkshire – both linear and on demand via You Tube – the Remarkably Roberts ad is a celebration of the bakery’s commitment to product innovation, health and sustainability.
Encouraging consumers to grab some remarkable bakes, hero products to make the cut are Roberts’ Good for You Energy Balance Bloomer with quinoa, watermelon and chia seeds, and the just launched Porridge Loaf, plus reduced plastic Bloomer bags that can be easily recycled at home and the tastiest and the most original flavours that are dreamt up and brought to life in The Exploratory – its innovation hub.
Rising up against plastic once again, Roberts’ Bread Arrows also make a comeback in the ad – a nod to summer 2019, when the bakery drone delivered its core bread ranges in more sustainable packaging.
The 30 second advert is also being used as a launch platform for Roberts’ six-strong breakfast-inspired snacking range for ‘when toast is too slow’. It’s now available in convenience stores across the UK and in multipacks from Roberts’ recently launched D2C e-shop.
The ad will run on prime-time TV slots until the end of October and will be supported across Roberts’ social channels and through media relations – as the bakery urges Roberts out there to help stop the name from becoming extinct by showing off the remarkable things they’re doing.
As well as underpinning the brand’s challenger credentials and commitment to bringing to market the most innovative bakery NPD, the move to advertise on TV underpins Roberts’ strategy and ambition and supports its increasing UK-wide retail listings in all major supermarkets and convenience stores.
Roberts’ Megan Harrison said: “Our latest TV ad follows on from the success of our #ShareYourBakes campaign that went live back in May. This time, we’re showcasing our innovative product portfolio – and the pillars of health, sustainability and innovation – that underpin everything we do here.
“Again, it enhances our position as the UK’s most innovative next generation bakery and shows how we’re transforming our business and the bread and baked goods category as a whole.
“When we first opened the doors to The Exploratory a couple of years ago, we made innovation a priority. It’s a place where creativity is currency, where mistakes are embraced and where the word ‘impossible’ is a no-go. We believe this has never been more true and our new ad campaign brings to life our attitude and approach perfectly.”
Source: Roberts Bakery