Printer Friendly

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.''

CAPTION(S):

Palmer is filling Speedibake's awareness gap
COPYRIGHT 2001 Birmingham Post & Mail Ltd
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2001 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:Features
Publication:The Birmingham Post (England)
Date:Dec 10, 2001
Words:296
Previous Article:Marketing & PR: Smith to strengthen HRO'C accounts team.
Next Article:Share tips: Bank that's proving to be solid as a rock.


Related Articles
Speedibake's new luxury breads.
Speedibake in double deal. (products packs).
Speedibake develops over fifty speciality breads. (Products & Packs).
Garlic bread and Mushroom Muffins. (Products & Packs).
Speedibake builds innovation centre. (News & Installations).
Speedibake Limited. (Personalia).
Second phase of Speedibake brochure. (Informalia).
Speedibake Limited. (Personalia).

Terms of use | Privacy policy | Copyright © 2019 Farlex, Inc. | Feedback | For webmasters