Arc, which was appointed by Warburtons five months ago, has developed a door-drop to 80,000 homes in the South to encourage consumers to try the bread.
Creative features two pieces of foam in the shape of slices of bread printed with the line: "Bread doesn't have to taste like this any more." Inside the two foam slices is an insert outlining the qualities of Warburtons bread.
Warburtons' heritage is emphasised with a shot of a child's hands covered in flour and the line: "Angus Warburton -- aged 4." The pack includes a 20p off sampling of the bread.
The mailing will run in early January to accompany the Warbutons launch in the South-East. It will be supported by in-store activity. Bartle Bogle Hegarty will handle any above-the-line activity for the launch.
Graham Mills, the joint executive creative director at Arc, said: "This is different from the usual piece that come through your door. It has a human level in that it's all about the taste of the bread."
The pack was art directed by Garry Munns and the copywriter was Aaron Martin.
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