A Cheshire-based bakery is set to launch a new TV and multi-channel marketing campaign as part of a £1.5m promotional drive next week.
Entitled ‘Back to our Best’, the campaign will highlight the remarkable taste and quality that has defined over 130 years of baking success, targeting consumers across key distribution areas with a powerful comeback message. The bakery was affected by a fire at its Northwich site last year, which disrupted production and led to a multi-million pound investment into the site facilities to ensure future sustainability.
The campaign invites consumers to rediscover its freshest, softest family recipe. The TV advert features 25 staff members, including fifth-generation family members. Bakery operative Trevor Stubbs, who secured the only speaking part, stated: “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 showcases the staff’s pride and joy in returning to baking excellence. The fully integrated campaign will run on TV from 9th September for 8 weeks, alongside extensive retail and out-of-home activations such as bus-side advertisements, digital advertising, point of sale, customer sampling, and PR support across Cheshire, Staffordshire, Greater Manchester, Merseyside, and the Midlands. Melody Chapman, the Commercial Director, commented: “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 create the TV advert 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.”
Chief Executive Officer Bill Thurston concurred: “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.” Established in 1887, the bakery now employs over 700 people, serving a mix of national retail, own-label, food-to-go, and food service customers.
This campaign symbolises a significant comeback for the bakery, reinforcing its long-standing commitment to quality and excellence.