Category Vision
Over the past five years JB Communications has helped the country’s leading bakers communicate their knowledge to drive fresh thinking, both internally and across the breadth of its customer base.

The first task was to bring senior managers, sales, marketing and production teams up to date with research Warburtons had commissioned into the future of the bakery market. This challenged some long-held industry views. Next, Warburtons needed to communicate this to the trade and to its major customers.

JB Communications has designed a range of events for Warburtons, from semi-permanent locations and roadshows to portable exhibition kits, to educate key buyers from stores, large and small, in the category growth potential identified in their research — a communication process which has delivered substantial rewards both for the company and its customers.


“JB Communications brought a tremendous amount of knowledge and expertise to the project and this ensured that we had great success. Our retail customers have given us tremendous feedback on the sessions and we now have fantastic output to aid joint category planning. It really has been mission accomplished.”

Martin Baptie
Category Controller