NEWS: O&M uses ‘Warburton’s son’ for family bakery’s pounds 5m campaign

Ogilvy and Mather is launching its first television work for Warburtons bakery with a pounds 5 million advertising campaign starring Derek, a fictional junior member of the Warburton family.

Ogilvy and Mather is launching its first television work for Warburtons

bakery with a pounds 5 million advertising campaign starring Derek, a

fictional junior member of the Warburton family.



The campaign, which aims to highlight the close involvement of the

Warburton family in their bakery business, was written and art directed

by Patrick Collister, O&M’s executive creative director, and directed by

Graham Fink through Paul Weiland Films.



O&M has created two 30-second ads and six ten-second spots promoting

Warburtons bread and ‘morning goods’. In all the ads, Derek is

universally popular with animals and children because of his constant

supply of bread and cakes - much to the annoyance of two of his peers.



The first ad, entitled ‘fish’, opens on two boys fishing. They spot

another boy, who is also fishing, using bread instead of maggots for his

bait. ‘Hey, he’s using bread,’ exclaims one of the boys. ‘Yeah,’ replies

the other in a gloomy voice. ‘He’s Derek Warburton.’ Moments after

casting his line Derek lands a monster fish. The endline reads:

‘Warburtons, family bakers since 1876.’



The ten-second spots are all in the same vein, but focus on the baker’s

‘morning goods’ such as teacakes, crumpets and Blackpool Milk Roll.



Collister said: ‘The ads tread the fine line between the real and

imaginary Warburton family. It would be difficult to use the real

children in advertising.’



The ads break this week and run for six weeks across Warburtons’

heartland trading areas - Granada and Yorkshire Tyne Tees. Media

planning and buying are through the Network.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).