Warburtons adds Dig for Fire to roster for awareness boost

Warburtons, the family-owned bread company, has added Dig for Fire to its below-the-line roster. It is understood that the Sheffield-based agency will work on a project to raise awareness of the company in the South of England.

The review, which was handled by Agencyplaza. com, was called following the appointment of new marketing director Richard Hayes, who joined in May last year. It is not clear how the appointment of Dig For Fire will affect the company’s existing roster – Chemistry, Euro RSCG KLP and Leeds-based Brahm.

The appointment does not affect Bartle Bogle Hegarty, which handles advertising, or MindShare, which handles media planning and buying.

Warburtons is known to be keen to develop its brand awareness away from its Northern heartland. It has been moving toward national TV campaigns, rather than the regional work it has focused on in the past. It has also launched a sampling campaign.

The brand increased its sales across the country last year in the face of tough competition from own-label ranges. Last year, the brand had a market share of about 30% after seeing 9.5% growth over 2006 (Nielsen).

The bread market has suffered after the cost of wheat doubled during the summer, which has led to price increases across the market.