Red aims to give young women a taste for bread

Young working women will be encouraged to eat more bread in a new PR campaign from the Flour Advisory Bureau (FAB).

Young working women will be encouraged to eat more bread in a new

PR campaign from the Flour Advisory Bureau (FAB).



The promotional body for UK millers has given the Red Consultancy pounds

145,000 to run the latest slice of its five year Bread for Life PR

campaign.



The move to target specific groups, like 18- to 24-year-old women, is a

departure for FAB which has used Charles Barker for a ’mass market’

consumer drive for the past five years.



The new system is designed to stop bread losing further market share to

other foods. They include convenience dishes like microwave meals and

other carbohydrates such as pasta and breakfast cereals.



Red’s brief is to highlight the variety of bread available, from

ciabatta to nan, through sampling, promotional activities and editorial

features.



The agency will also conduct research among the target group and set up

a consultative panel of women to further study their eating habits.



FAB is also keen to continue portraying bread as an energy booster. The

body, which has 33 members, is an additional sponsor for the Flora

London Marathon this year and backs the English Rugby Union Women’s

squad.



FAB communications manager Jane Tchan said the Bureau has pinpointed the

family and sporty people as two additional key markets and intends to

make further PR agency appointments soon.



Lesley Brend, managing director of Red, commented on the win: ’This is

youth PR with a difference. The idea of promoting a product that is over

5,000 years old to an audience that is less than 25 years old appeals to

us.’



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