Roberts is a brand with an iconic status in its northern heartland. But Roberts had bigger ideas – they wanted the rest of the country to fall in love with their bread, particularly their white sliced which is renowned for excellent quality.
So we set about delving into the way people think about bread, and found that people described great bread based on texture rather than taste. This led to the idea ‘Bring Out Their Soft & Fluffy Side’ which cleverly blended rational and emotional product cues. Helping Roberts to rise from regional treasure to national treasure.