Roberts Bakery re-brand hits the road with street art collaboration

When it comes to baking, Northwich-based Roberts Bakery have never been afraid to do things differently. Well now they are hoping to shake up the bread world, through a collaboration with internationally renowned Brazilian artist, Mateus Bailon.

The street artist’s mission was simple – give their nationwide fleet of lorries some ‘attitiude’.

“Collaboration within a fashion context has been around since the mid-nineties but this is the first time that there’s been a street art link-up within the bakery category, let alone a fleet of delivery vehicles,” said Stuart Spencer-Calnan, Managing Director at Roberts Bakery.

“Collaborative tie ups breathe fresh perspectives into – and indeed elevate – products by allowing artists, musicians and other designers to reimagine brands. But it’s essential that the fit is right.”

The innovative move follows Roberts’ re-brand, to appeal to a younger generation.

“Our collaboration with Mateus will also further strengthen the Roberts’ brand and our exciting new product offering amongst millennials – brightening up urban areas and bringing a smile to their faces. It brings to life our ethos and new identity and literally allows us to take them on the road for all to see.” continued Spencer-Calnan.

In September last year, Roberts rebranded with the launch of a radically new identity, positioning and product offering.

From its bakeries in Cheshire and Derbyshire, Roberts serves major supermarkets and local convenience stores across the UK, employs 900 people and is run by the fourth generation of the Roberts family.

Last year the firm also celebrated 130 years in the industry.