The agency has been appointed following a pitch launched by the Federation of Bakers, which includes Kingsmill, Hovis and Warburtons as members, and the Flour Advisory Bureau (PRWeek, 2 November 2012).
Red has been asked to educate the public about sliced bread and bust ‘negative myths’ about its health
The UK baking market was worth £11bn in 2012, and has grown an average of two per cent annually since 2006.
However, a rise in bread prices following the worst harvest in two decades last year sparked negative publicity, while in November, Hovis announced plans to make 900 redundancies.
Red has been charged with reaching consumers through a variety of channels from traditional media to experiential, with the work set to last at least a year.
The agency’s director, Georgie Chapman, said: ‘Bread has increasingly come under attack, falling victim to fad diets and negative myths. This campaign is about stating the case for sliced bread in a confident and positive way.
‘We will be talking to health, food and women’s media, as well as directly to the public.
‘There will be some eye-catching stories, which will allow us to celebrate bread, often with a trademark British sense of humour.’
Red will report to Gordon Polson, director of the Federation of Bakers, and Alex Waugh, director general of the National Association of British & Irish Millers.
The Federation of Bakers represents the interests of the UK’s largest baking companies and nine member companies, while the Flour Advisory Bureau works to inform the public on issues around flour and bread.