Roberts bakery launch new products with a ‘Highest Tea’ event at the Etihad Stadium

Souter PR embarked on its highest ever challenge for Roberts bakery last month with a High Tea celebration 100ft above the Etihad stadium in Manchester.

For one day only, the sky really was the limit for the Roberts team with Souter PR support as they served a delicately created afternoon tea with a mighty twist from their delicious new range.

Working in collaboration with the Etihad’s renowned chef and catering team, Roberts created a divine afternoon tea with delicious toppings on a range of fantastic new products including four artisan Bloomers, red hot Fiery Corn Ready-to Rolls and Gin and Tonic Fun Buns.

Guests  – 22 at a time – were invited to embrace the new with Roberts, boarding five different flights throughout the afternoon, enjoying a wow factor like no other.

Also on offer were a number of as yet unseen products including white rolls with a warm cranberry and brie filling, and scones two ways – sticky toffee and orange marmalade.

Bloggers, journalists and celebrities reported from the top on a range of channels via mobiles, while videographers and photographers caught the event for mass exposure post event.

Engagement was the name of the game – from the 1000s of views via blog post, tweets, live-streaming, live broadcasting and even Facetime – to the senior management team – very much hosts with the most. Stuart Spencer Calnan, MD of Roberts, in the middle of the deck welcoming guests, pouring tea and hob-nobbing with journos and influencers.

Adding a bit of glam was the lovely Sally Dinever – aka Sally Webster from Coronation Street – who like others around her – was thrilled with the ride and the foodie experience.

The High Tea was the highlight of a four month programme of work to support the rebrand and repositioning of Roberts bakery which also included sponsorship and sampling at the Baking Industry Awards, then the launch of the cheeky Fun Bun Squad at Liverpool Fashion Show, plus journalist product drops, all supported with proactive launch news approach.

Stuart summed it up: “There’s tea parties and there’s tea parties…that was a tea party. What a brilliant day for our Brand, our guests and ourselves. Thanks ever so much to everyone for making it happen in the first place but also for the way everybody has made today fun, exciting and inspiring.”