Marketing folk “up North” have really used their loaf to provide a few crumbs of comfort for pre-menstrual women.
A new functional, hormone-rich bread from William Jackson Bakery of Hull claims to “ease pre-menstrual tension”.
The company has cannily targeted a slice of the market not previously toasted as rampant consumers.
But William Jackson could have tried harder to butter-up prospective customers so they part with their dough by dreaming up a catchy brand name which promotes the loaf’s health properties.
Instead, those no-nonsense, white bread folk from the North-east have come up with a straightforward – if not blunt – slogan: “Brown loaf for women.”
Sharp and to the point, or a half-baked idea? As ironically unimaginative as Ronseal’s “It does what it says on the tin” strapline? Or will it soon be followed by “Granary – for grans who can’t go?”