Bayne’s the Family Bakers

Bayne's Celebrates 70 Years

Bayne's The Family Bakers stands as a testament to enduring family enterprise. Founded in Lochore, Fife, this third-generation, family-owned business has evolved from a local bakery into a prominent Scottish brand. Bayne's currently operates 70 retail locations across Scotland, solidifying its position as a household name.

Results and Impact 

The campaign yielded significant results, demonstrating a substantial increase in brand reach and engagement:

36

pieces of media coverage were secured.

17.8 million

Opportunities to See (OTS): The campaign generated an estimated 17.8 million opportunities for the public to see the brand's messaging.

Engagement

Social Media Engagement: Facebook engagement rate increased by 64.8%. Instagram engagement rate increased by 48.8%.

Objectives

To commemorate its 70th anniversary, Bayne's partnered with Four Marketing Agency. The primary objectives of this campaign were multifaceted: to increase brand visibility, deepen customer engagement, and reinforce Bayne's status as a leading Scottish bakery. This initiative aimed to celebrate seven decades of culinary craftsmanship, underscore the company's family values, highlight its dedication to local communities, and showcase its significant growth trajectory, all while generating excitement around this historic milestone through strategic public relations, marketing, and social media efforts.

Strategy and Implementation

Four Marketing Agency developed a comprehensive, multi-channel strategy that integrated public relations (PR), marketing, and social media to effectively disseminate Bayne's narrative and connect with both existing patrons and new audiences. Key strategic elements included:

  • Compelling Content Creation: The agency developed targeted press releases and clear messaging designed to highlight Bayne's rich heritage and its iconic product range.
  • Targeted Media Outreach: Efforts focused on securing impactful media coverage across relevant platforms.
  • Streamlined Execution: To ensure cohesive and consistent storytelling across all channels, tailored toolkits were developed for PR, social media, and internal communications.
  • Human-Interest Story Development: A unique opportunity arose from observing a particularly loyal Bayne's fan who consistently engaged with the brand's social media. This insight led to a creative activation: the fan, known for having visited every Bayne's shop, was invited to the grand opening of the 70th location. An exclusive interview was secured with The Courier newspaper, effectively reinforcing brand loyalty, celebrating Bayne's community connections, and generating significant press coverage.
  • Integrated Communications: All PR campaigns were seamlessly integrated into a strategic social media content schedule, with a consistent focus on promoting Bayne's products, heritage, and business milestones.

“We engaged Four Marketing Agency to work with us on our 70th anniversary. Pam and the team have delivered great results across national, regional and trade media. We are also impressed by their creative and proactive approach to our social media strategy and delivery across all channels. We’re looking forward to working with Four on our exciting business plans moving forward.”

John Bayne, Joint Managing Director at Bayne’s