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BBF Ltd: profile building and driving brand awareness

The brief

BBF, the UK’s leading manufacturer of own label, licensed and branded ambient cakes and desserts, appointed Refresh to support with both internal and external communications.

As part of its activity, Refresh regularly acts in an advisory capacity, supporting the company with consultation around both business and product-led news.

Externally, PR focuses on raising awareness of the company to its key target audiences, influencing decisions and prompting engagement with BBF.

A slice of cake with sprinkles on a plate served in a PR agency.


pieces of coverage


million opportunities to see


broadcast opportunities

The campaign

Refresh raises the profile of BBF as a business, leveraging its CEO as a key spokesperson, to inform stakeholders of the company’s turnaround. This is delivered via an ongoing profile-building campaign spanning print, online, broadcast and social media channels.

PR also ensures a consistent profile is maintained within the bakery and food manufacture sector. Regular product news, award entries and comments are sought to keep BBF front-of-mind at the right time.

The results

  • Broadcast appearances secured with Sky News, BBC 5Live’s Wake Up to Money and BBC Radio Lancashire
  • Over a six-month period, 55 million opportunities to see with both business and trade audiences
  • 82,570 LinkedIn impressions for the BBF page
  • Over 900 engagements with the CEO’s LinkedIn page

Services provided include:

  • Strategy and planning
  • Press releases
  • Social media – Facebook, Linkedin, Twitter
  • Crisis management
  • Consultancy
  • Media relations
  • Broadcast
  • Award entries
  • Media training
  • Comment drafting
We wanted to build the company profile plus ensure that our new brand identity and successful turnaround was communicated to relevant markets and key stakeholders. Working to challenging objectives, Refresh met our expectations securing excellent coverage, including appearances on Ian King Live and Wake Up to Money, that ensured all our key messages were effectively communicated. Throughout this process we've been impressed with both the quality of work delivered and the creativity and strategic consultancy that Refresh has provided. Marketing Controller, BBF Limited

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Want to grow your business, change direction, shout louder, boost your sales leads, or keep your brand out of the news? Our door is always open. If you think we can help, get in touch.