Cheshire-based Roberts Bakery has embarked on its first ever television brand campaign, produced by Driven.

The one TV and three radio ads are designed to support a white bread rebrand, each featuring familiar family situations with the theme “bring out their soft and fluffy side”.

As well as Wilmslow agency Driven, MediaCom North is working on the account as media agency, while PR support is being provided by Manchester-based Democracy.

A screenshot of the new ad

A screenshot of the new ad

Key peak-time slots with ITV Central-West have been running around the likes of Coronation Street and Emmerdale, supported by radio spots across regional networks including Signal 1.

Large format online display ads will also carry the TV ad, with social media support across Facebook for a fully integrated campaign. The initial activity is scheduled to run until late February.

Leigh Herbert, associate director at MediaCom North in Manchester, said: “Roberts Bakery has been a quiet and consistent part of people’s lives in the North West for over a century, which makes it a pleasure and a privilege to be at the heart of helping to take the company’s brand values and products to an ever-widening consumer base as their appeal across the UK continues to grow.”

Neil Griffiths, of Driven, said: “Driven has created a brand idea that will connect with white bread lovers and sell hard.”

Mike Roberts, deputy chairman of Frank Roberts And Sons, added: “The business is entering 2015 with a sense of optimism and enthusiasm. People are buying more Roberts Bakery products, which has fuelled the business to make an investment in the new bread plant, widen the distribution base and to invest in the new TV campaign focusing on the popularity of our white bread.”

One of the ads can be seen on Roberts Bakery’s website.