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Marketing & PR: Palmer to relaunch Speedibake brand.

Speedibake, part of Associated British Foods, has appointed Leamington advertising agency Palmer Hargreaves Mint to build its brand awareness among leading supermarkets and the food service industry. One of the UK's main suppliers of part-baked and frozen breads and pastries to be baked on the premises, Speedibake has a pounds 70 million turnover and aims to create a profile which will reflect its size and make it stand out from competitors in a commodity market.

The company is the biggest supplier of frozen garlic bread in the country, even supplying the product to leading food service operators.

``The task is to effectively re-launch our brand,'' says Maggie Dagostino, Speedibake's head of marketing.

``It's a complex task and I chose Palmer Hargreaves Mint because they immediately demonstrated the ability to disseminate a complicated strategic brief, which then allowed them to produce distinctive creative work that was on-brief and relevant to our target audience''.

The campaign by PHM will target supermarket buyers, emphasising the extensive and sometimes ``exotic'' range of products Speedibake can provide at the volume the outlets need. ``Buyers are looking for product innovation and delivery reliability and these are the core of the Speedibake brand,'' says account director Mick Stoves.

``The stores tend to think suppliers are much the same, but we hope to make them aware Speedibake is different.''

He says the company has an ongoing research programme with consumers to find out what they want and to test new ideas.

Some of the agency's first work is a trade ad (pictured above) featuring a shot of a model in a yoga position with a missing midriff. The message in the space is: ``If there's a gap in the market, we know how to fill it.''


Palmer is filling Speedibake's awareness gap
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Title Annotation:Features
Publication:The Birmingham Post (England)
Date:Dec 10, 2001
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