Bartle Bogle Hegarty is launching a pounds 3.6 million TV and
poster campaign for Warburtons, the UK’s largest independent baker.
The campaign, which breaks next month, will run through to December and
will focus on the brand’s three most popular products - Toastie, Seeded
and Organic loaves.
One execution features a mother and son at home in the kitchen. The
little boy is engrossed in a comic while his mother is busy putting
ingredients into a bowl.
The boy is not interested in hearing how a Warburtons Organic loaf is
made until his mum tells him ’it gives you organically formulated
Krypton power’, at which point he starts running around the garden using
a piece of bread as a spaceship.
In another execution, a young girl is complaining about an impending
trip to her grandfather’s house until she remembers he is ’granddad
The three ads end with the line ’Bakers born and bred’.
Warburtons, founded as a corner shop in 1876, focuses on its wholesale
bakery business and is the leading bread brand in Lancashire, Yorkshire
and Tyne Tees TV regions, although it has faced intense competition from
The company will not distribute to outlets more than 75 miles from its
bakeries in order to maintain freshness.
The campaign will run in the company’s key regions. The ads will be
backed by a 48- and six-sheet poster campaign that will run in the
North, the Midlands and Scotland.
The campaign was written by Gavin Kellett, art directed by Russell
Ramsey and directed by Lucy Blakstad of Brave Films. Media planning and
buying is through MindShare.