The Academy won the work following a four-way pitch. Fabulous Bakin' Boys has previously worked with Bottle PR.
The agency will advise the Oxfordshire-based bakery on in-house redesign, packaging and in-store presence, as well advertising, PR and social media.
Last year the company was bought from administration by Dutch food manufacturer the Daelmans Group. The group hired Richard Cooper as chief executive and Victoria Willis as marketing controller to transform the UK business, which marks its 18th birthday this year.
Cooper has previously worked in M&A roles at Premier Foods, Maple Leaf Bakery and McCambridge. He is also a business mentor for the Government’s Start-Up Loans scheme. Willis spent eight years at Unilever before moving into company turnarounds including doubling the size of New York Bakery and relaunching Pizza Express’ grocery offering.
Willis said: "This is the most important year for our brand and we are excited about pioneering a new, rather lovely and honest approach to bakery, which will be present across all aspects of the marketing mix. The Academy has been vital to the strategic and creative changes."
Mitchell Kaye, CEO and co-founder at The Academy, said: "We pride ourselves on doing work that gets noticed, solves a problem for our clients and passes into popular culture. That work has traditionally played out in PR and social media, but increasingly clients are asking us to develop our ideas into advertising campaigns that sit in a paid-for space."