Manchester agency Democracy has been appointed to handle the PR for Sayers, the largest independent retail baker in the North West.

Sayers, which was established in Liverpool in 1912, operates 95 stores under the Sayers and Hampsons names, alongside 65 Poundbakery and Poundcafe outlets.

Democracy's Jennifer O'Grady

Democracy’s Jennifer O’Grady

Democracy has been tasked with increasing footfall into existing stores and working closely with the bakery on its Poundbakery and Poundcafe rollout strategy. The agency will also work to communicate the brand’s value proposition.

Keely Palin, marketing manager, said: “We were immediately impressed with Democracy’s clear understanding of the distinct personalities of our brands, their strong retail experience, measurably creative ideas and clear strategic approach.”

Democracy founder Jennifer O’Grady added: “Sayers and the Poundbakery have an incredible proposition and are a brand that we can really have fun with.

“We’ve got a solid background in retail and have had fantastic results for our existing food clients which include Duerr’s, Roberts Bakery, Cranks and Baxters. Sayers is a great addition to our roster.”