STAFF are the stars of Roberts Bakery’s new ad campaign.

The 130-year-old bakery firm has splashed out £1.5 million on a promotional campaign celebrating the brand’s return to full strength.

It follows a devastating fire at their Northwich site last June which disrupted production and forced the company to change the way it operates to ensure they could continue to meet customer demand.

CEO Bill Thurston said: “We are building a strong future.

“Back to our best in product, bakeries, and ambition, led by the family and our people.”

Frank Roberts & Sons was established in 1887 and now employs more than 700 people baking two million fresh loaves and biscuit products every week.

On June 5, 2023, a huge emergency service presence was called to the Gadbrook Park industrial estate after a fire broke out at the bakery.

The blaze began in an old building on the premises which was being refurbished before spreading to the production area.

As a result, the firm had to to adapt its existing production facilities to meet customer demand.

Fire at Roberts Bakery in June 2023Fire at Roberts Bakery in June 2023 (Image: Karl Dixon)

The new advert saw film crews spend a day on-site, capturing the real day-to-day life at the bakery.

More than 25 employees feature in the advert, including bakery operative Trevor Stubbs.

He attended a casting in Manchester and won the leading part, despite professional actors also bidding for the role.

He said: “I was just so immensely proud to represent the business in this way after a hard year.

“The experience has ignited a passion that I've always had but never did anything about. It has inspired me to take it up as a proper hobby!”

Trevor is now treading the boards with the local Harlequin Players Club which has been producing award-winning amateur theatre in Northwich since 1946.

The new ad campaign celebrates the bakery's return to full strengthThe new ad campaign celebrates the bakery's return to full strength (Image: Supplied)

TV extra duties also fell to Melody Chapman, commercial director at Roberts.

She said: “Leading the business through a tough year and rebuilding our bakery has been challenging for everyone.

“We want people to know we are back with our best recipe on shelves now.”