STORY: Jason's Sourdough: Making Bread an Everyday Obsession

This Autumn, Jason’s Sourdough has unleashed a dynamic and quirky campaign. ‘Obsessions’ highlights Jason’s passion for sourdough and the intricate craft behind making an impeccable loaf over and over again! Measured to the mm and exceptional in every crumb, the perfect sourdough isn’t made by chance, it’s made by Jason. Taking approximately 30 hours, it’s a unique craft that cannot and will not be rushed!

The ‘Obsessions’ campaign hones in on Jason’s passion for bread and being the fourth generation of Geary to head up the family business, there’s no surprise that bread is in his DNA. After being introduced to baking at a young age and learning the tricks of the trade from his great, great grandfather, Jason has a very hands-on role within the bakery; from baking bread from family recipes, to coming up with new ones that excite and delight, Jason loves his job and everything it stands for.

Starring in a selection of videos to be used across Facebook, Instagram, Pinterest, InVibes Display and Vod, Jason gives a glimpse into the meticulous methods used at Geary’s Bakeries. With over 35m impressions, a reach of over 18m and 116k clicks through to the site, the campaign has built up profound momentum, with time still left to go.

Manufactured at their custom designed bakeries, Geary’s have been master bakers since 1906 with a thorough bank of recipes that have been passed down through generations, and have now grown into one of the UK’s biggest independent craft bakeries. Never shying away from trying new things and constantly on the lookout for innovative techniques and product development with ultimately only one end goal in mind… to bake simply delicious bread.

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