New UK Positioning For IREKS
Following a six week research programme into UK bakery trends, leading German baking ingredients manufacturer IREKS is unveiling a new awareness campaign to the UK bakery trade. The research, conducted among a significant portion of UK customers and non-customers, resulted in IREKS developing a new strategy to relaunch and strengthen its own positioning to the UK trade.
A series of advertisements focusing on German origin and quality will be launched in key bakery publications during autumn 2012, along with new product launches yet to be unveiled. An integrated PR campaign will also help position IREKS as the partner of choice for UK bakers.
“We have very clear objectives in the UK,’’ says van Tongeren, IREKS Head of Sales International, “to raise awareness of IREKS and increase sales of its products to discerning bakers and continue to support them as partners in the future for mutual benefit.”
With more new products in the pipeline van Tongeren hopes to further build upon the positive attitudes among UK bakers towards IREKS and its product range of over 40 items.
