Bakeries plan new generic ads for bread

The bread industry is about to launch its first generic advertising campaign for 14 years in an attempt to reverse a decline in sales.

The Flour Advisory Bureau (FAB), whose members include British Bakeries and Rank Hovis, is believed to have appointed an agency and is discussing a 3m budget.

It is understood the appointment and the change in strategy have yet to be agreed by all FAB members.

But FAB director general John Murray says no final decision has yet been taken on either the agency or budgets. The group is a subsidiary of the National Association of British & Irish Millers.

“We are exploring it and have had preliminary discussions,” says Murray. “It has not yet reached the appointment stage – but if we do reach that stage it will be soon.”

Datamonitor figures show a decline in the value of bread sales in the past five years, but annual sales are still worth 2.17bn.

There has been a growth in sales for both the premium and own-label sectors.

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