Jason’s Sourdough appoint Finn to lead creative

Geary's Bakeries has appointed Finn to lead the brand communications development, initial brand architecture and guidelines of its new consumer brand, Jason's Sourdough

The brand was refreshed with a new look and feel at the end of 2020 and is available in M&S and soon across most multiple grocers. Jason’s Sourdough makes this artisanal favourite more accessible for more people through the development of a longer lasting, more affordable sourdough.

Finn has been appointed to support the development of the brand communications and execute campaign work in 2021 as it aims to grow its distribution and awareness.

Richard Rawlins, founder of Finn, said, “Jason’s is a perfect example of the kind of progressive FMCG brand that we love to work with at Finn. It’s exciting to be able to help Barry and the team to shape the brand from its infancy. They have developed an amazing product that will enable more people to enjoy sourdough for longer. Geary’s strategy of making something previously exclusive and artisanal, like sourdough, more affordable and widely available is a great example of progressive brand management.”

Jason’s Sourdough White and Ancient Grains & Seeds products were winners in the 2020 Grocer New Product awards.

Barry Dawber, sales & marketing director, Geary’s Bakeries said: “We felt Finn instantly understood what we are trying to achieve with the brand and captured our spirit and essence perfectly in their initial pitch. Together we are building a solid foundation for the brand communications to make sure we stand out in a busy market, clearly getting across what we’re all about to our audience.”