A bakery that suffered a devastating fire last year is reassuring customers that they are now ‘back to our best’.
Determined to bounce back stronger than ever, Roberts Bakery has invested millions into upgrading its facilities.
This substantial financial commitment was geared toward modernising the site’s infrastructure to ensure it could meet future demands while maintaining the high-quality standards that have been synonymous with the brand.
It is now eager to reintroduce those customers to its remarkable taste and quality that has defined the bakery for over 130 years.
Established in 1887 by Robert Roberts, it was originally a small-town bakery in Northwich supplying local residents. It has since grown into an iconic Cheshire baking brand employing more than 700 people and serving customers across England and North Wales via local stores and supermarkets.
Producing about 3.5 million fresh loaves and biscuit products weekly under their key brand, Roberts Bakery, the company now has a headquarters in Northwich and a second site in Derbyshire.
A strong future ahead
The bakery is now fully functional again and a new campaign, ‘Back to our Best’, is a celebration of that, encouraging consumers to get reacquainted with its freshest, softest family recipe, baked the Roberts way.
It has turned to its employees to tell the story of its recovery as part of a new TV advert that speaks of pride in the family-owned bakery and the joy of getting back to baking brilliance. Two of the Roberts family (fifth generation) and 25 employees took part in the film which captures employees and members of the family in action.
Bakery operative Trevor Stubbs, who features in it, said: “I was just so immensely proud to represent the business in this way after a hard year. The experience has ignited a passion that I’ve always had but never did anything about.”
Commercial director Melody Chapman highlighted the importance of community in their recovery efforts: “Leading the business through a tough year and rebuilding our plants has been a challenge.
“We are so proud of our campaign, working with our own operations team to pull the TV advert together aligns with our company values of community and togetherness. ‘We’re back with our best recipe on shelves now’ is a clear message to our customers that they can trust our products are back to the superior quality they know and love.”
The iconic cooling towers at the Northwich site are being used to announce their return to the community. This visual cue serves as a powerful reminder of the brand’s enduring presence and commitment to quality.
Managing director Julia Banton said: “We are building a strong future for the business. It is an exciting campaign that will reaffirm our enduring commitment to quality and will tell all our stakeholders – investors, customers, and consumers – that we are back to our best in product, bakeries and ambition, led by the family and our people. It’s a strong message.”
Despite facing one of their toughest challenges yet, the company’s commitment to quality and community has never wavered. By showcasing their journey of recovery and renewed commitment to quality through various community engagement initiatives, they aim to re-establish trust with their customer base.