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Roberts Bakery launches first of its kind D2C website

Leeds-based award-winning brand and creative consultancy, Propaganda, have supported fourth generation family bakers, Roberts in becoming the first major bakery brand in the UK to sell directly to consumers.

Roberts have already gained a reputation for their fresh approach in a market that’s reluctant to adopt change, with their proposition as ‘the next generation bakery’.

The launch of was accelerated in direct response to an increase in consumer demand for bread combined with the shortage of flour and yeast in shops, and the surge in popularity of home baking during lockdown.

Together with Propaganda, the brand launched a new website in two weeks, to support direct to consumer sales of its vegan-friendly Get Baking Kit for enthusiastic home bakers, as well as a selection of Bakery Bundles that include loaves, bloomers, and fun buns.

The site only launched this week, and has already seen over 53,000 page views, and over 430 orders, with the Get Baking Kits coming out as a clear top seller. Roberts has also partnered with delivery service DPD to offer next day delivery, and the baking kits and bundles will also be available for delivery via Uber Eats – a disruptive, industry first, with distribution launching in Leeds and Manchester.

Craig Harrold, director at Propaganda, said: “We have worked with Roberts to establish a direct commercial relationship with their end consumers and launching a direct to consumer website in such a short space of time has been nothing short of miraculous.

“Accompanied by The launch of a fully integrated campaign that includes national TV, digital, social media and PR support, is a testament to our ability in being agile in the most challenging of circumstances – a process that normally takes in excess of three months – wouldn’t have been possible without the collaborative effort between Roberts, ourselves, Republic of Media, ITV and Souter PR.”

“This campaign epitomises what can be achieved when forced to think differently and work quicker. The end result is incredible.” said Leigh Herbert, director of Client Services at Republic of Media. “It’s been a fine example of integrated working!” comments Sue Souter, MD of Souters.

Megan Harrison, marketing director at Roberts Bakery, said: “People shopping closer to home and online as a result of the pandemic, combined with a huge surge in the nation baking during lockdown was the perfect recipe for us to accelerate our D2C ambitions.

“We’re delighted and astounded by how quickly we’ve been able to respond and launch our offer with the support of our partner agencies. Collaboration and brilliant team work has been key – with a healthy dose of ‘can do’ spirit too! We’re also excited by the initial response we have seen from consumers in our first week.”


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