The Fabulous Bakers has launched its first ad campaign since rebranding from The Fabulous Bakin’ Boys in March.

A 30 second animated advert, which will be shown in cinemas and on VOD, portrays various colourful and lively scenes from nature, while a voiceover shares a series of little known facts about the living world. It ends with the slogan ‘Fabulously natural – fabulously baked.’

The video will be supported by press, PR and sampling events, which will introduce consumers to the brand’s new range of products free from artificial colours, flavours and preservatives.

“The Fabulous Bakers is the first and only UK mainstream bakery to produce a range of cakes, muffins, flapjacks and bars with all natural ingredients and we’re delighted to shout about their fabulousness in our new advertising campaign,” said marketing controller Victoria Willis.

“We know that parents are fed up with cakes with weird, chemistry-set ingredients, so we’ve gone back to baking basics to create a range of honest baked snacks. Our new campaign is designed to entertain and educate audiences about just how fascinating, fabulous and delicious the natural world and its natural ingredients are – and we look forward to seeing it play out on thousands of big and small screens across the country.”

March’s relaunch of the brand came after sales last year crashed 36.6% to £8.6m [Nielsen 52 w/e 11 October 2014].