Warburtons names former PepsiCo marketer MD

Warburtons has named former PepsiCo marketing chief Neil Campbell as its managing director to lead its multi-million charge into new food categories.

WarburtonsBread-Product-2013
Warburtons new MD will lead its push to diversify from its core business and move into new categories such as snacks.

Campbell will oversee what the grocery brand claims is the “biggest single marketing investment in the baking category” this year. The company has commited to spending £16m on advertising and innovation in 2013 and diversify from its core business by moving into new categories such as snacks.

He joins this summer (1 July) from PepsiCo where he was president of Tropicana beverages for North America. The move ends a 15 year stint at the food business that also included a senior marketing role at Walkers, where it is said he mastermind the crisp brands’s long-running Gary Lineker tie-up.

The appointment caps of a year of significant upheaval for the business following the resignations of its previous MD and marketing director Robert Higginson and Richard Hayes respectively. Value sales however, rose jumped 2.2 per cent for the 52 weeks to the 21 December, as the brand invested in promotional activity and its healthier breads to stimulate demand.

Warburtons chairman Jonathan Warburton, who had taken on the role on an interim basis, says: “We believe that Neil brings with him the right experience, cultural values and leadership qualities to really drive us with pace and focus towards our vision of being one of the world’s best family food businesses.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here