Allied Bakeries is making its first foray into social media with the launch of a Facebook page for its 120-year-old Allinson brand.
The online push follows a re-launch of the brand last month that included new packaging based on Victorian designs and the roll-out of new loaf Brown Batch with the Taste of Sourdough.
The Facebook page features a competition based on quotes from brand founder Thomas Allinson. It gives users the chance to win prizes including a break in a Victorian manor by identifying which quotes are real and which are fake.
Print advertising will appear in weekend supplements including Guardian Weekend and Observer Magazine over the next month.
The antisocial network: how Facebook ‘fans’ can turn foe (3 September 2011)
Allinson’s new look takes Victorian cues (27 August 2011)
Allied force: an interview with Mark Fairweather (30 April 2011)