The Rise of the
Artisan Baker

The brief

To launch Farnley Bakehouse, an artisan bakery and the first of a number of sub-brands that the Farnley Market brand aims to eventually consist of.

Our approach

With a timescale of less than three weeks, we developed targeted PR plans for local, regional, national and trade audiences and took over Farnley’s social media accounts, Twitter and Facebook, to create a buzz around the launch and increase engagement.

We worked with the Bakehouse’s appointed designer to develop invitations, leaflets and posters, helping research high footfall areas locally for the collateral to gain maximum exposure and help create awareness and ultimately attendance of the launch event.

A media opportunity was developed prior to the launch event to increase exposure and enhance awareness of the grand opening. As the client is from a small village in Huddersfield with a strong community feel, the local school children were invited to attend a special preview tour which was consequently covered by Huddersfield Examiner, one of our key target media titles.

Local media were targeted through unique bread basket invitations, demonstrating the artisan real breads on offer as well as diary notices and press releases of the launch event, resulting in 100% attendance at the launch from all targeted.

We created a branded e-shot mailer to invite VIPs, suppliers, local businesses and influencers such as MPs and Councillors to a VIP pre-view event, which comprised of sampling, activities and demos on ‘real bread’ making.

A local influential businessman was invited to officially unveil the Bakehouse and the attendance of Wayne Caddy, an influential ‘real bread’ advocate and teacher at the School of Artisan Food was secured as guest of honour.

The VIP launch event was held on a Friday and was followed with an open day for the general public the day after. Awareness of this was raised through targeted leaflet drops, advertising and social media activity.

National and trade media were sent a targeted press release post launch featuring comment and a photo of Wayne Caddy at the launch with the founder of the Bakehouse.

The results
Both the VIP and public launch events exceeded all expectations, with an influx of visitors for the full duration of the events.

The successful launch gained coverage in The Huddersfield Examiner, Yorkshire Post Life and Style and Holme Valley News. It was also featured on several online websites including BDaily, School of Artisan and Food and Yorinspired.

Farnley Bakehouse’s social media following grew by nearly 100% with 321 news Twitter followers and 299 new Facebook fans. The overall reach during launch was 602,899 with 2,739 interactions generated.

Five months following the launch, Farnley Market has made a name for itself among real bread aficionados with some travelling across the county to sample its wares. The bakehouse has expended its team to 10 employees and has invested in a larger oven worth £10,000 which will allow it to bake 50% more bread. A number of trade accounts have been secured and monthly baking courses have been launched in response to customer demand. Furthermore, the bakehouse has invested £24,000 in a branded van to facilitate the delivery of bread to local outlets.

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