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.

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