BBH to create pounds 2.5m brand promotion for Warburtons

Bartle Bogle Hegarty has created a pounds 2.5 million brand campaign for Warburtons, the UK’s largest independent baker. The two 40-second commercials are targeted at mothers and intended to convey the reassuring heritage of Warburtons product range. Both carry the endline, ’Forgiveness. c/o Warburtons.’

Bartle Bogle Hegarty has created a pounds 2.5 million brand

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

40-second commercials are targeted at mothers and intended to convey the

reassuring heritage of Warburtons product range. Both carry the endline,

’Forgiveness. c/o Warburtons.’



The first, ’dog car’, features a little boy who wishes his mum was like

other mums. The film shows his mother with her extraordinary dog-shaped

car, used for her business, Valerie’s Pet Grooming, and for meeting her

son from school. In the car, the boy opens his lunchbox to reveal

sandwiches made with Warburtons. His mood changes as he realises that

life isn’t so bad. In ’ice dancer’, a couple watch their adult son at an

ice-skating competition. The father is unimpressed by his son’s choice

of sport but later enjoys toast made with Warburtons bread.



Both commercials were written by Alex Grieve, art directed by Adrian

Rossi and directed by Mike Stephenson through the Paul Weiland Film

Company.



Media planning and buying is by the WPP media operation, MindShare.



The campaign launches regionally in the first week of February and runs

until November 1999. BBH won the account in May last year, in a pitch

against Leo Burnett and St Luke’s.



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