Roberts Bakery had created a new direct-to-consumer offering – Roberts Bakery Direct –complete with baked goods and baking kits. A delivery partnership with Uber Eats was also forged to transport baked goods.


Favourable TV market conditions, coupled with the pandemic boom in baking created an opportunity for Roberts to deliver a national TV campaign. But this meant developing a new creative in a matter of days.


With the help of ITV’s in-house production team, the idea for the #ShareYourBakes campaign was born. The premise was for the hashtag to enlist the nation’s bakers to share their own baking creations on social media, and in doing so, be offered the opportunity to feature in a network ITV spot. A fresh media strategy was devised to support the launch, consisting of three stages.

The ‘Preheat’


An initial two-week burst of airtime on ITV and digital video playout across YouTube, to create awareness and invite social participation, achieving spots in some of ITV’s highest rating shows.





Harnessing display provider Captify’s search technology to intercept baking searches, to ensure Roberts remained integral to the baking conversation, while directing users to the DTC site through delivery of relevant display ads.





A campaign finale, culminating in a user-generated spot in the centre break of Emmerdale, featuring montage footage from budding bakers. This was further amplified with a selection of prime-time spots on ITV, as well as playout across Roberts’ owned and earned platforms.



The campaign generated sales beyond original targets set. As a result of the campaign’s success, #ShareYourBakes has since achieved industry-wide recognition, including winner of Media Bronze at The Marketing Society Scotland’s Star Awards 2021 and a highly commended award for Best Integrated Campaign at the Thinkbox TV Planning Awards 2020.