Warburtons rolls out its 'biggest ever' campaign

Warburtons has launched a campaign by WCRS that focuses on its breakfast range and uses the strapline "From our family to yours".

The campaign marks the first for WCRS since its appointment to the Warburtons business last summer.

Warburtons is claiming the campaign marks its biggest in the company’s history – double that of 2012 with an investment of almost £16m.

The campaign is designed to show the unique connection between Warburtons and the families of the UK and how the brand's range of products can fulfil every bakery need.

It will be spearheaded by three TV ads. Each of the ads tells a different story of someone taking the time to write to "Dear Jonathan Warburton" (the company's chairman) about one of his products, explaining the impact it is having on their lives.

The campaign focuses on Warburtons Crumpets, Warburtons Half & Half loaves and rolls, and Warburtons Soft Farmhouse loaf.

The TV activity will be accompanies by an integrated media campaign across radio, display and social media, while the "From our Family to yours’ radio ad features funny voicemails left for Warburton.

Mark Simester, marketing director, Warbrutons, said: "This demonstrates a first for Warburton’s as we feature specific products, not only driving brand awareness but also a broad range of product sales. By making the biggest marketing investment in the category ever, the campaign positions Warburtons as a bakery brand with an exciting range for thriving families, appealing to consumers today as well as in the future."

Become a member of Campaign from just £45 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

Become a member

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 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

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).