Warburtons to launch £10m ad campaign

Warburtons is to invest more than £10m into a new heavyweight integrated advertising campaign in a bid to boost awareness of the bread brand.


The company says it is building on its long-term strategy to highlight the care that it takes in baking the freshest, highest quality products.

Ads will hit TV screens in the spring featuring the new strap line ’Warburtons. We care because our name’s on it’. They have been conceived and created by Rainey Kelly Campbell Roalfe Y&R, which won the account in September.

The TV ads will offer a light hearted take on life at the bakeries with an appearance from actual Warburtons employees and members of the Warburtons family. They aim to communicate that Warburtons extended family of employees are passionate about quality and service and that it is their passion for baking which guarantees the quality of the bread.

In addition, a press and on line advertising campaign will be rolled out to support the TV campaign, featuring real Warburtons employees and suppliers and the care they take in baking Warburtons bread.

Richard Hayes, marketing director at Warburtons, says: “As the UK’s number one family baker, Warburtons remains committed to investing heavily to grow bakery category value via our new advertising campaign and innovation. We take great pride in providing the very best quality and service to our consumers and customers. Our new advertising builds on the success of our last campaign and communicates the passion and care that goes into everything that we bake.”

Yesterday, rival Hovis said it is launching a £5m television advertising campaign to support its conversion to 100% British wheat. Warburtons is also due to switch to using 100% British wheat for a new loaf this year.

Kingsmill has also launched a new range of bread called Oatilicious, which will be baked with a combination of wholegrain oats and wheat flour and has pledged over £11m in advertising investment.

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