Bartle Bogle Hegarty launches Warburtons campaign

Bartle Bogle Hegarty is launching a pounds 3.6 million TV and poster campaign for Warburtons, the UK’s largest independent baker.

Bartle Bogle Hegarty is launching a pounds 3.6 million TV and

poster campaign for Warburtons, the UK’s largest independent baker.



The campaign, which breaks next month, will run through to December and

will focus on the brand’s three most popular products - Toastie, Seeded

and Organic loaves.



One execution features a mother and son at home in the kitchen. The

little boy is engrossed in a comic while his mother is busy putting

ingredients into a bowl.



The boy is not interested in hearing how a Warburtons Organic loaf is

made until his mum tells him ’it gives you organically formulated

Krypton power’, at which point he starts running around the garden using

a piece of bread as a spaceship.



In another execution, a young girl is complaining about an impending

trip to her grandfather’s house until she remembers he is ’granddad

Warburton’.



The three ads end with the line ’Bakers born and bred’.



Warburtons, founded as a corner shop in 1876, focuses on its wholesale

bakery business and is the leading bread brand in Lancashire, Yorkshire

and Tyne Tees TV regions, although it has faced intense competition from

supermarket own-labels.



The company will not distribute to outlets more than 75 miles from its

bakeries in order to maintain freshness.



The campaign will run in the company’s key regions. The ads will be

backed by a 48- and six-sheet poster campaign that will run in the

North, the Midlands and Scotland.



The campaign was written by Gavin Kellett, art directed by Russell

Ramsey and directed by Lucy Blakstad of Brave Films. Media planning and

buying is through MindShare.