We’ve been appointed by fourth-generation family bakers, Cheshire-based Roberts Bakery. In recent years, Roberts has gained a reputation for their fresh approach in a market that’s reluctant to adopt change, with their proposition as the ‘the next generation bakery’.

As part of the new partnership, we’ll be supporting Roberts in driving innovation, questioning industry norms and shaking up the stagnating wrapped-bread category as a challenger brand.

Megan Harrison, Marketing Director of Roberts Bakery says: “The bread market has been declining for a number of years, and it’s no surprise – brands have been reluctant to change, meaning there is little differentiation in product offering. That’s something we’re determined to change, by listening and responding to the opinions and needs of today’s consumers, giving them the products and relevance that they truly want. We met a number of agencies in our search for a new partner, and Propaganda stood tall in their calibre as a disruptive brand agency, and their ability to challenge us from the off. We’re confident that they will support us in reinvigorating the market and driving our brand to the next level.”

Roberts have bags of ideas, ambition and attitude to take on the market, and we’re thrilled to be working with them to do just that. Together, we’ll be shaping and validating new brand and product developments to execute considerable innovations in the market. Our work will also focus on bringing the brand’s proposition and messaging in-line with evolving consumer tastes and concerns, to better appeal to the target market.

At Propaganda, we’ve been incredibly successful in creating and elevating challenger brands across industries, and we look forward to continuing that success with Roberts!