Village bakery

Bringing some Tummylove at lunch time!


The Challenge

Re-launch The Village Bakery brand, a range of delicious, nutty, tangy 100% organic, wheat-free rye bread initially to Waitrose shoppers where the brand has national distribution. Most people are unaware of rye bread, its taste or its health benefits of high fibre & less bloating and how best to serve it.

What We Did

Following consumer profiling and insight work we created the big idea concept ’TummyLove’ and organised a full photo shoot showing the deliciousness of the rye bread as an open sandwich for the lunchtime occasion.

We then activated the brand via an integrated campaign that included; Waitrose Magazine, Jamie Magazine, Foodism, Great British Food,, PPC, and SEO.


Village bakery sales have increased by 3% year on year in a declining rye bread market (-16% yoy).

The campaign is still live and keeps on converting women to the delicious benefits of Village Bakery rye bread.