The Fabulous Bakers, a leading branded muffin and flapjack producer owned by Daelmans Group and previously the Fabulous Bakin’ Boys, has launched a nationwide integrated cinema, press, digital, PR and sampling campaign to introduce its new range of all natural snacks.
The 30-second cinema and digital spots are animated, telling fabulous facts about the all-natural ingredients found in The Fabulous Bakers range. Facts include how pineapples are 200 flowers fused together, cranberries are not picked, they are flooded in a lake, and bees tell other bees how to find the best food by dancing – known as the ‘waggle’ dance.
The advert is the first from the bakery company since rebranding from The Fabulous Bakin’ Boys to The Fabulous Bakers. PR agency The Academy created the new advertising and supporting PR campaign. The spot is directed by The Academy with animation by Animade and media buying from 7Stars.
The Witney-based company is seeking to shake up the UK bakery category by completely reformulating and reinventing its product offering, using only natural, honest ingredients with no artificial colours, flavours or preservatives. Completely new popcorn bars and slow release-energy oaty cereal bars have been added to The Fabulous Bakers range, which includes muffins, minis, cakes and flapjacks.
Victoria Willis, marketing controller of The Fabulous Bakers, said: “The Fabulous Bakers is the first and only UK mainstream bakery to produce a range of cakes, muffins, flapjacks and bars with all natural ingredients and we’re delighted to shout about their fabulousness in our new advertising campaign. We know that parents are fed up with cakes with weird, chemistry-set ingredients, so we’ve gone back to baking basics to create a range of honest, truly fabulously-tasting baked snacks. Our new campaign is designed to entertain and educate audiences about just how fascinating, fabulous and delicious the natural world and its natural ingredients are – and we look forward to seeing it play out on thousands of big and small screens across the country.”
The company’s packaging, communications, point of sale, sustainability commitments and website were all updated to reflect the new 2015 fabulous mission. Each pack includes fun, wholesome activities for families, designed to open their eyes to the fabulous world they live in, including Build-your-own-3d-models of the natural ingredients found in the range.