Simon Mowbray
Freshbake Foods is to throw more than £3m behind its first ever TV campaign.
The Manchester-based pie maker has commissioned two ads to back its existing offering and the launch of six new products under its Microbake label.
Airing nationally for four weeks in March and April, the humorous executions show how the range of pies and pastry-based savouries can make pie-making grannies redundant.
Using the theme that it's usually granny's job to bake the pies, both show disgruntled octogenarians exacting revenge on families who choose the Freshbake option. It is hoped the ads will raise the profile of both the Freshbake and Microbake brands.
New additions to the latter, 69p range include favourite varieties of pies which can be cooked from frozen within minutes.
Ruth Peck, the company's retail marketing director, said the ads, which will be repeated in September, were expected to have an exposure rate of six viewings per consumer.
"This will help us get some momentum behind the brand," she said. "We need to strengthen our presence within the frozen food market."
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