Red Consultancy launched the nation’s first – and only – range of active wear inspired by the humble sliced loaf to remind young women that bread is the prefect workout partner!

‘Powered by Bread’ is a limited edition collection of leggings and vests incorporating tongue in cheek slogans to put bread in the spotlight as a healthy carbohydrate to help fuel an active lifestyle.  Georgia Kousoulou of The Only Way Is Essex fame – with her appeal and relevance to our target audience – was enlisted to help launch the collection.

We oversaw all elements of the campaign which brought together ownable assets, engaging influencers, hardworking earned media relations and powerful media partnership to re-educate young women in the nutritional benefits of sliced bread.

And it worked!  Of the young women that saw the campaign, the majority said they had more understanding about how bread can help them get in shape and that they felt more positive about eating bread.

The campaign was created for the Federation of Bakers and Flour Advisory Bureau.




Emily creates communication frameworks for world-leading brands and organisations which operate under the scrutiny of consumers, stakeholders, and the media. She has a proven track record in delivering integrated, creative and strategic communication campaigns to protect brand reputation, create positive perception and change behaviour.