Bartle Bogle Hegarty has created a pounds 2.5 million brand
campaign for Warburtons, the UK’s largest independent baker. The two
40-second commercials are targeted at mothers and intended to convey the
reassuring heritage of Warburtons product range. Both carry the endline,
’Forgiveness. c/o Warburtons.’
The first, ’dog car’, features a little boy who wishes his mum was like
other mums. The film shows his mother with her extraordinary dog-shaped
car, used for her business, Valerie’s Pet Grooming, and for meeting her
son from school. In the car, the boy opens his lunchbox to reveal
sandwiches made with Warburtons. His mood changes as he realises that
life isn’t so bad. In ’ice dancer’, a couple watch their adult son at an
ice-skating competition. The father is unimpressed by his son’s choice
of sport but later enjoys toast made with Warburtons bread.
Both commercials were written by Alex Grieve, art directed by Adrian
Rossi and directed by Mike Stephenson through the Paul Weiland Film
Media planning and buying is by the WPP media operation, MindShare.
The campaign launches regionally in the first week of February and runs
until November 1999. BBH won the account in May last year, in a pitch
against Leo Burnett and St Luke’s.