Interfocus wins The Fabulous Bakin’ Boys’ first ad business

The Fabulous Bakin’ Boys (FBB), the cake and muffins manufacturer, has appointed Interfocus to handle an integrated campaign worth about £1m.

Interfocus won the business in a three-way pitch against two undisclosed agencies.

A spokeswoman for FBB says the specifics of the campaign have yet to be finalised, but says press, outdoor and television are all under consideration for a campaign that will represent its biggest marketing spend to date. Interfocus already works on the company’s sales promotion.

FBB has never embarked on advertising and has previously relied on licensing deals, sales promotion activity and its website to market its products.

In February, the company launched a licensing deal with 20th Century Fox for its film Ice Age. The activity saw the launch of special edition cup cakes, plus on-pack promotions.

FBB managing director Gary Frank says: “Our primary objective of the campaign will be to increase consumer awareness of the Bakin’ Boys brand.”

The Fabulous Bakin’ Boys is based in Witney, near Oxford, and is growing by about 30 to 40 per cent a year. The company’s main rivals are the Mc V and Mr Kipling cake brands, although the company aims to take a less serious approach, selling itself as a “fun” brand.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here