Bertinet Bakery has embraced the heated debate surrounding its new White Sliced Sourdough recipe to challenge the perception of bread in a national ‘open letter’ press campaign - responding directly to a 1-star review.
Where many brands might try to hide bad reviews, Bertinet Bakery is addressing them head-on across national press to bring better quality bread back to British tables.
The campaign created by strategic agency, Ourselves, features a consumer review as the press headline entitled “why change the recipe?” Bertinet Bakery faces into to the question with its customers, acknowledging that, whilst some may not approve of the changes, they have been done for the right reasons – to lead a change and a return to better quality bread.
Bertinet Bakery sparked outrage with fans of its Classic White Sourdough when it launched a more nutritious new recipe, as part of a refresh across its award-winning sliced range.
The new White Sourdough recipe was inspired by white bread in the 1800s, long before the introduction of processed refined white flour widely used in commercial loaves today. Using less refined, more flours from heritage grains, including emmer, spelt and barley, the new White Sourdough still contains just flour, water and sea salt, but is now higher in fibre with a more balanced flavour. Contrary to claims around cost-savings, the more diverse heritage grains in the new recipe are actually more premium in price but no extra costs have been passed onto consumers.
The open letter features as a full page, responding to the speculation surrounding the change by highlighting the facts and shining a light on what real, good bread should look and taste like vs. loaves containing additives and improvers. You can view it here.
The brand is pioneering change in bread and aims to use the campaign to inform consumers on how nutritious bread can really be, inviting them to try the new recipe for themselves free of charge.
Tom Molnar, co-founder and CEO of Bread Holdings, said: “As our open letter to our consumers states, there's only ever one good reason to change the recipe - to make the bread better, but we recognise leading change is never without risk and we’re facing into it.
“We hope that by explaining the changes and why we made them, consumers can make their own more informed decisions about their bread choices and try our new White Sliced Sourdough for themselves.
“We’re leading on these changes with the very best of intentions - to offer a better-quality bread and a different choice for British bread buyers”.
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December 05, 2022 at 07:25PM
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Bertinet Bakery Makes Consumer Backlash Central to Better Bread Campaign | LBBOnline - Little Black Book - LBBonline
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