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
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
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
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