Brød becomes Bread in April Fools British rebrand

By Ellyn Wright

2nd Apr 2021 | Local News

Popular Danish bakery Brød became 'Bread the British Bakery' yesterday in an elaborate April Fools joke.

The prank involved changing the signage, the website, and swapping the traditional Danish menu with British classics like Chelsea buns and Welsh cakes.

Staff dressed up in Union Jack aprons, British flags flew in the window and founder Betina Skovbro became 'Betty Smith' for the day.

"It's been about a year in the making," Betina told Nub News.

"We were in the pub one evening talking about what we would do if the Danish thing didn't work.

"Well, we could do what we want, we could even go British. So, I said we should do that for April Fools' Day.

"Obviously with Covid, we were closed last year, but we decided to go for it this year to put a bit of a smile on everyone's faces in this strange time," she said.

Though the switch-up was seamless, Betina said she was nervous about the day.

"We've spent many, many months training and doing all the British pastries because obviously we don't make that normally," she said.

"We had to do a lot of research and a lot of test baking in order to make it happen. Obviously, it still has to be good enough to pass for sale.

"So, it takes a long time to get things right when you when you make them on a big scale."

All the hard work was worth it in the end, as 'Bread' received a warm reaction from its Penarth patrons.

"I know a few people said it took them a few seconds to realise what had happened," said Betina.

"It was it was a bit of fun, with lots of laughter and lots of smiles.

"There was absolutely nothing to do with Brexit, nothing to do with politics. The whole thought was 'can we flip our bakery into something else if we want to?'

"And the answer is, yes, we can!"

More than just fun, yesterday's takings will be donated to three charities, Noah's Ark Children's Hospital, Mind Cymru and Maggie's cancer care centre, each receiving £500.

With such a successful prank this year, Nub News asked if there were any plans for the next April Fools' Day.

"I don't know how we can top this one," said Betina.

"We'll leave that to someone else!"

     

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