Project Description


To drive awareness of its radical rebrand and new products, Roberts bakery briefed Souter PR to mastermind a high-profile consumer and trade PR launch campaign, which we underpinned with a creative stunt-driven event.

What we did 

With the ambition to become the UK’s next generation bakery – and challenging consumers and customers to reconsider bread and baked goods – Roberts required a truly original, effective and memorable campaign.

So one somewhat grey Thursday last October, we welcomed onboard over 100 media, influencers, bloggers, retail customers – and even a celebrity or two – to the very highest of high teas. Suspended 100ft in the air above Manchester, the sky really was our limit in the city’s newest pop-up restaurant for the country’s most forward-thinking bakery.

Five ‘flights’ departed from Manchester’s Etihad Stadium and on each we served a lovingly created afternoon tea with a very tall twist from Roberts’ tasty new range.

This included Roberts’ boozy baked Gin & Tonic Fun Buns, open sandwiches crafted from red hot Fiery Corn Ready-to Rolls and Roberts’ paper-wrapped, super-cool artisan Bloomers.  On pack recipe ideas were brought to life and we got the chance to preview some of the bakery’s previously unseen and untasted products – developed especially for the event in The Exploratory at Roberts’ Cheshire HQ –  to 100 key influencers and advocates.

The stunt quite literally took traditional ‘Food PR’ for the UK’s next generation bakery to a whole new level. The production was created, managed, filmed and promoted by Souter PR and our partner video production team and photographer.

The event was underpinned by a three-month programme of trade and consumer media relations, which saw the Souter PR team visit key publishing houses to talk and sample products and host briefing events.

The results we generated

Our three-month rebrand and product launch campaign for Roberts bakery achieved 97 pieces of coverage in key trade and consumer media. Highlights include:, UNILAD Grub, Manchester Evening News, blogger Megan Ellaby, The Grocer, British Baker, Independent retail News. Online video views reached 1.1million and there were 14,000+ reactions on social media.