Dean's, the UK producer of premium shortbread is launching a new brand identity this spring to raise awareness of its core biscuit range and reach out to consumers. Following internal and external research, the firm has invested significantly in an ATL campaign, to be based around the original 'History in the Baking' strap line. It will focus on the traditional handcrafted element and taste. Dean's originated in 1975 when the late Helen Dean began producing her shortbread in order to raise funds for the local pipe band, in which her husband Bill (father of the current MD, Bill Dean) was the drum major.
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