Warburtons calls £8m ad review

Warburtons, the UK baking company, has put its £8m advertising account up for review.

Warburtons: RKCR/Y&R has attempted to promote the company as a family bakery
Warburtons: RKCR/Y&R has attempted to promote the company as a family bakery

The Bolton-based bakery has already approached agencies directly ahead of chemistry meetings, which are expected to take place next week.

Rainey Kelly Campbell Roalfe/Y&R is the incumbent on the business, which it won from Bartle Bogle Hegarty in 2009, ending a 12-year relationship.

The account followed Richard Exon two years after he left BBH to join RKCR/Y&R. The former chief executive has since quit RKCR/Y&R to launch his own agency.

Since winning the business, RKCR/Y&R has focused on promoting the company as a family bakery. The agency’s debut campaign was shot in a mock-epic Hollywood style and showed Warburtons employees preparing an early morning bread delivery. It also included a cameo by the company chairman, Jonathan Warburton.

This contrasted with BBH’s final campaign, in which a Japanese businessman found that every business in the UK bore the Warburtons name.

RKCR/Y&R also introduced the strapline, "Warburtons. We care because our name’s on it". This line has continued to be used in its most recent work, which gave customers the opportunity to become taste-testers for the brand by entering a competition on the Warburtons website and Facebook page.

In February, Warburtons split with its marketing director, Richard Hayes, who left after nearly five years.

In April last year, Megan Harrison was hired in the number-two marketing role.

Topics

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

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
Look out for the invisibles and introverts in your agency
Share

1 Look out for the invisibles and introverts in your agency

By cultivating a clubbable culture, agencies are ostracising talented introverts, writes Andy Jex, the executive creative director at Saatchi & Saatchi London.

Agencies' anger at failure of Stronger In campaign
Shares0
Share

1 Agencies' anger at failure of Stronger In campaign

"We failed the country, we could and should have done better." So says one senior advertising executive involved in the Britain Stronger In Europe campaign.

Just published