The Fabulous Bakin’ Boys tasks the Academy with advertising, PR and social media ahead of rebrand

The company anticipates a major turnaround this year, following the appointment of Richard Cooper as chief executive officer and Victoria Willis as marketing controller, to quickly transform the UK business in a bid to shake up the bakery category.

The duo will work with the agency consulting on all aspects of brand communication for the Oxfordshire-based bakery, including the in-house managed redesign, packaging and in-store presence.

Victoria Willis, marketing controller for Fabulous Bakin’ Boys, 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.

“So far, consumer and trade feedback has been overwhelmingly positive, so we’re hoping that The Academy’s insightful communication work will complement the marvellous new bakery range and packaging. However, the real proof will be in the pudding (well, the muffin sales).”

Mitchell Kaye, chief executive and co-founder of the Academy, added: “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.

“An idea that can play out across all marketing disciplines, but be genuinely newsworthy so the media want to cover it and people want to talk about it, is the Holy Grail for clients. And that’s exactly what we’re doing for Fabulous Bakin’ Boys.”

The The Fabulous Bakin’ Boys company celebrates its 18th anniversary this year.