Propaganda is thrilled to announce its recent award win for Best eCommerce Crisis Response Campaign at the Northern eCommerce Awards 2020, for the #ShareYourBakes campaign with Roberts Bakery.

The Northern eCommerce Awards celebrate the very best in eCommerce and online retailing from across the North of England and winners were announced virtually on Thursday 1st October.

Prior to lockdown, Propaganda had been working with Roberts Bakery on a project that would bring Roberts closer to its customers, but the crisis of COVID-19 presented a new challenge.

Panic buying and demand for bread grew significantly at the start of lockdown, leading to supermarket shortages in finished products as well as the ingredients to bake bread at home.

These challenges created the perfect storm for Roberts Bakery, to accelerate its direct to consumer proposition with the support from Propaganda.

Within two weeks, a fully integrated campaign was launched including a D2C website where consumers could purchase ready-made bread products and baking kits, as well as a national TV campaign, digital, social media and PR support.

Ultimately, this resulted in Roberts Bakery becoming the first major bakery brand in the UK to sell directly to consumers. In just 4 weeks, the D2C website had received over 100,000 unique users, over 350,000-page views and 2,000+ orders.

Managing Director at Propaganda, Craig Harrold, says “The launch of the fully integrated campaign and D2C site in such a short space of time, is a testament to Propaganda and Robert’s ability to be agile in the most challenging of circumstances. Receiving this award really helps to underline the value in all the great work we have produced, to support consumers in their time of need.”