Upper Crust launches first baguette campaign

SSP News Release 9-May-2011

Global baguette chain Upper Crust, part of the SSP portfolio, has launched its first ever UK advertising campaign as part of a £250,000 investment to support the quality baguette and coffee offer available to consumers on-the-move.

SSP UK, which owns and operates 68 Upper Crust units at train stations and airports across the UK, will use the tongue-in-cheek campaign to focus on their baguette and coffee offer through outdoor, radio and experiential activity.

Tony Keating, Chief Executive of SSP UK, said: “Many of the major coffee shop brands have focused on the quality of their coffee or the journey of their beans, but nobody has ever understood how we really feel in the morning and why we need that first cup of coffee - until now.

“The campaign also communicates the strength of our baguette range. We understand the needs of thousands of people who just want a good, honest and, crucially, fresh baguette on-the-go.

“As food travel experts we lead the field in customer insight and market understanding. This campaign is highly targeted to the needs and understanding of busy Upper Crust customers based on studies that we have carried out and we are very excited to see the results.

 “We believe this is the first advertising campaign to focus so heavily on baguettes and clearly demonstrates our commitment to the Upper Crust brand.”

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